Just Do It Right

For what it39s worth I like it in part because it seems to me to be a throwback to the old spectacular emotional overthetopbutinagoodway ad best seen at normal speed on a huge screen preferably with a beer in handamp160 Beats running any dayI also like the new UK John LewisWaitrose Bohemian Rhapsodyamp160ad and for much the same reasonamp160 That too has been criticized for not including pragmatic reasons to shop at John Lewis or WaitroseLike them or loathe them both are examples of longterm brandbuilding ads a species we are in danger of driving to extinction in the stampede for immediate returnsamp160 It39s depressing that some are using shortterm measures to explain the effect of the Nike adThe time will come to analyze its true worth it39s just not here yetWe talk a lot about longterm v short term but there39s also the obvious and associated difference between brand and productamp160amp160In 1993 Mark Pendergrast wrote an excellent book called For God Country and CocaCola an quotunauthorized history of world39s most popular soft drinkquotamp160amp160In an appendix at the end Pendergrast details the famous Coke formula there are a couple of versions with minor differencesamp160amp160He then quotes the following exchange with one of those interviewed from CokequotWhat are you going to do with the formula if I happened to give it to youquotquotWell I39d put it in my book amp8230 somebody might decide to go into business in competition with The CocaCola CompanyquotquotAnd what would they call their productquotquotWell they couldn39t call it CocaCola because you39d sue themamp160 Let39s say they call it YumYum and they strongly imply amp8230amp160that YumYum is actually the original CocaCola formulaquotquotFine Now what amp8230 We39ve spent a hundred years and untold amounts of money building the equity in that brand nameamp160 Without our economies of scale and our incredible marketing system amp8230amp160they would have to charge too muchamp160 Why would anyone go out of their way to buy YumYum which is really just like CocaCola but costs more when they can buy the real thing anywhere in the worldquotBrands are worth a lot more than productsamp160 Once you allow consumers the brainspace oramp160the latitude to deconstruct Coke into its component parts the brand has a huge problemOnce Nike becomes just a pair of sneakers without any emotional sense however illogical that buying them will somehow turn you into a principled athlete or John Lewis is seen as just another supplier of white goods without the emotional sense built over years of advertising that somehow buying a fridge from them is in every sense a safer more reliable experienceamp160then those brands have a problem tooGreat advertising along with other channels can build brandsamp160 Done well it39s worth every pennyamp160 Done badly it39s a waste of timeamp160amp160The whole point of commissioning advertising from advertising professionals is that they shorten the odds on getting it right amp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Just Do It Right

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Brian Jacobs

We Are the Outliers - By Jack Myers

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