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What's all this coffee morning business? Can I come?

Hi Russell

I find Richard's views, well, just a bit too twee to swallow,

Interesting to hear this and I like the debate on what a brand idea/ ideal is and how ads relate.

If brands are about long-term sustained consumer interest and support, then ads are spikes in relationship to create interest bursts.

This has shown to work when the idea is unifying behind the brand - Nike, Just Do It, Honda, The Power of Dreams etc... But when the brand idea is the ad campaign - Pot Noodle, the slag of all snacks... then it's short lived. Isn't it?

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