Yesterday morning I had my Saturday fix of a morning bagel and a read of the Denver Business Journal. I try to stay in touch with the local business scene and enjoy reading the stories in the weekly publication. More often than not my eyes are drawn to the advertisements in the Journal. Not because as the ads are designed to do, draw my interest and respond. I am attracted to the ads because they are simply awful.
Just like other forms of advertising, organizations think that if they spend money on cute/cleaver/stupid ads, people will line up at the door or at the mouse. A creative want to be internal employee or an external marketing semi-professional who knows nothing or cares nothing about the organization's brand essence comes up with what they think is a catchy headline followed by copy that has nothing to do with core values and mission.
the result? Wasted money and a diluted brand. here are a few examples from local businesses advertising to other businesses. Headline: Separate Yourself From the Competition. Photo: a red paper clip in a sea of silver paper clips. Wow, that is a ground-breaking concept. Headline: Stronger Together. Photo: Coffee and Donuts. Makes me want to get right after it. Headline: Your Vision Your Elbow
I could go on and on, but you already know that social media is a much more effective way to communicate the essence of your brand, rather than silly ads in a newspaper. You already know that social media is a more effective way to recruit and retain brand champions. If not, make sure you have a brand strategy first, and deliver your message based on what your organization stands for.
Rex Whisman
Brand Champions Blog
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