Re:How the Mad Men Lost the Plot
by danans on Friday November 13, 2015 @12:35PM
(#10561077)
I think the article has a point that brand advertising is more about inserting your brand into the culture than convincing people that your product is better.
It misses the fact, however, that there are more media than ever for inserting ideas - not just brands - into the culture. These are all competing for people's low-cognitive-load "buy" responses.
Most of these alternative media are digital, but some are also hybrid digital/word-of-mount campaigns that move through specific class subdivisions of society. As an example, I have never seen a Nespresso ad (I've heard they exist) but we are heavy users of that product.
Edit: more thoughts.
Another issue is that people have learned to be skeptical of traditional TV brand advertising because it is so broadly targeted. Especially for traditional brands that people often find passé.
It misses the fact, however, that there are more media than ever for inserting ideas - not just brands - into the culture. These are all competing for people's low-cognitive-load "buy" responses.
Most of these alternative media are digital, but some are also hybrid digital/word-of-mount campaigns that move through specific class subdivisions of society. As an example, I have never seen a Nespresso ad (I've heard they exist) but we are heavy users of that product.
Edit: more thoughts.
Another issue is that people have learned to be skeptical of traditional TV brand advertising because it is so broadly targeted. Especially for traditional brands that people often find passé.