"Business is a numbers game and we should never forget it. A Mitsubishi and a BMW both weigh about 4,000 pounds. The BMW costs twice as much. Those are numbers. How many people get MBAs in order to be able to afford a Mitsubishi? Branding is not a numbers game and we shouldn’t forget that, either. As Winston Churchill once said, 'People will give you a lot of good reasons why they do something, then there’s the real reason.' Branding is about finding and appealing to the real reason." -Steve Laughlin of Laughlin Constable

There has been plenty of talk about where "the business" is headed. Is TiVo destroying the 30-second spot, once and for all? People want to know. If you listen to Steve Laughlin, and I do, the ad business has more meaning today than in any time in history. With more brands and more media channels, it's essential for brands to make a real investment in their image and in their story. To neglect this type of brand building in a saturated market is to blend in, and blending in is a lose-lose proposition for a brand.

October 17, 2004 by david burn | Permalink | 0 Comments