The Inkstained Mind: What happens when a brand doesn't deliver

14 Jun 2011

What happens when a brand doesn't deliver

This is sort of a sequel to my previous post on Brand Obama.

No matter how great the marketing strategy; no matter how creative the advertising; no matter how attractive the packagaging - you can make people "buy" it ONLY once.

Caution: This film is 2 hour long... And it's worth your every minute.

Lifting the Veil from S DN on Vimeo.

But the reason I am concerned with what is unfolding thousands of miles away is this: For decades, the United States of America was the system that was held up as an "example" for developing nations.

In light of what is going on today, it imperative that nations like India STOP aligning their political, economic, security and even cultural values to what, we know without the shadow of a doubt, is just malevolent and patently false advertising!

This brand doesn't deliver.

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.