“In our business we have demonstrated through the millions of ad messages sent each day, which we are all responsible for, and go like this: ‘you can download this for free if you watch this ad’, or ‘Only 15 more seconds, now 14, now 13 [before you can view content] – we know it’s torture but hang on in there it’s nearly over’. What all these messages all communicate is that advertising is a very bad thing – that people need to be tricked, cajoled and deceived into watching it.”
“Researchers have, to be honest, often been Patient Zero in the zombie idea epidemic – jumping on concepts like “brand loyalty” (when it’s casual buyers who move the needle), “segmentation” (aka celebrating minor differences), and that big daddy of zombies “persuasion” (when seductive, emotional work is a better long-term bet). Research turns them into revenue streams that lock brands into bad thinking by making change seem scary. As Clive Sirkin, CMO of Kimberley-Clark, put it at a conference appearance last month, “Investment in the status quo is massive.””
“The Oxford English Dictionary served 14 definitions [of brand], and there’s no clear consensus in adland either. For Ogilvy, a brand is the ‘intangible sum of a product’s attributes’, for Jim Mullen it’s ‘a promise’, and for Seth Godin it’s a ‘set of expectations, memories, stories and relationships’. Meanwhile, drawing their conclusions more than 40 years apart, both Stephen King and Philip Kotler have defined a brand as the ‘added value’ associated with a product beyond the functional.”