Advertising vs. Branding

Excellent article in current edition of Business Week, by Marc Gobé, the Chairman and CEO of Desgrippes Gobé New York, a brand design firm and the author of Emotional Branding: The New Paradigm for Connecting Brands to People and just released Brandjam: Humanizing Brands Through Emotional Design.

The conclusion of the article tells it all: It’s time to remember that advertising needs brands more than the brands need advertising. A good product creates its own relationships.

Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand’s success. Design then becomes the message and the advertising, as it’s proof of a company’s commitment to people and to innovation.

In an emotional economy, success is judged by a profound and indelible connection with people through sensory experiences. The challenge for CEOs, CMOs, and clients the world over is to remember what’s at the soul of their brand: the credibility of a well-respected product and the passion of the culture behind it. Design is the expression of that culture and the link that will cause people to be irresistibly drawn to the brand. If your brand doesn’t connect emotionally, you will have to rely on media or advertising hype, a short-term and risky proposition.

By forgetting to focus on the way your product will be experienced, and failing to respond to people’s need to be stimulated, you fail their expectations. No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust. The best brands of all jam with their consumers to invent and imagine ideas designed for the future—ideas designed to revive the advertising impact and exponentially maximize your communication dollars.

Read full article here.

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