For those of you who know me, you understand that I am not always the biggest supporter of traditional advertising such as television and radio spots. Not because those channels do not have value, but because organizations, marketers and advertising agencies too often start and end their brand building efforts with what they think to be a really hip ad campaign. After spending a ton of money, connecting with no one, having difficulty measuring results, the campaign fizzles.
Too often the ad campaign lacks strategy, authenticity, believability and on and on. This is because many organizations do not have a brand platform to guide their communications, marketing and culture development. Compounding the problem is that there still exist agency and in-house people who operate in a 20th century world of advertising, rather than a 21st century world of branding. There are exceptions. I think On Star is a case in point.
For the past few years I have been impressed with the radio spots for this in-vehicle security, communications and diagnostic systems company. Their ads are informative and emotive. They are believable in the sense that you can imagine yourself being in one of the situations depicted in their professionally executed ads. I am not an On Star customer, but I am a champion of their brand. What is your experience? Does On Star deliver on the brand promise depicted in their advertising?
If you are going to communicate the essence of your brand through advertising, be sure you have a platform to start from and that your ads are informative, authentic and believable.
Rex Whisman
Comments