Advertising can’t build brands.

Brands are built by experiences – not by advertising. I wrote this in an article 5 years ago, it was dug out to discuss on radio this week. I am pleased that my views have remained consistent over the years its just that its even more correct now than it was then.

Posted on December 14, 2009 at 8:35 am by Walter Pike · Permalink · View Comments
In: Advertising, Marketing, Uncategorized, social media · Tagged with: , , , ,

The social media marketing disconnect.

The key impact of the internet is a social one. We really cant look at the changes brought about and see it in either technology, SEM or traditional marketing terms. So how do we?

The Carnival Nude and Brand Control

One of the assumptions underlying traditional brand management is that you can control the brand. That through advertising, brand associations and other brand tools you can manage perceptions. It was probably always a tenuous assumption at any time, but in digital marketing even more so. Firstly Brands exist only in the minds of customers and [...]

Posted on March 10, 2009 at 9:58 pm by Walter Pike · Permalink · View Comments
In: Uncategorized · Tagged with: , ,

Branding Delusions.

You don’t brand anything, you earn your brand. Has there ever been a topic less well understood than Brands and Branding? I read about Brands all the time and am always amazed just how badly. The only term less understood is marketing – which is not the same as advertising by the way. A brand [...]

Posted on December 16, 2008 at 9:31 pm by Walter Pike · Permalink · View Comments
In: Uncategorized · Tagged with: , , ,