Honored to be thought of! I know about the brand personality thing — I just think it obscures rather than illuminates for the consumer, even if it helps discipline a company internally (which isn’t really my concern). The exact same product could get wildly different brand personalities depending on which marketing firm is making the pit…
Honored to be thought of! I know about the brand personality thing — I just think it obscures rather than illuminates for the consumer, even if it helps discipline a company internally (which isn’t really my concern). The exact same product could get wildly different brand personalities depending on which marketing firm is making the pitch and whether the new CEO has different aesthetic intuitions than the last one. What we are buying isn’t the Coke; it’s the identity that the company is pretending you gain from drinking Coke. Which is to say, we’re buying the ad, not the product. So to me, a brand personality is itself a lie, generally speaking.
Regarding percentages, I meant how many ads reach the threshold of being good rather than how much of a given ad’s content is informational. All in all, I see just about every ad as falling below the threshold I’d like to see in an ideal world.
Honored to be thought of! I know about the brand personality thing — I just think it obscures rather than illuminates for the consumer, even if it helps discipline a company internally (which isn’t really my concern). The exact same product could get wildly different brand personalities depending on which marketing firm is making the pitch and whether the new CEO has different aesthetic intuitions than the last one. What we are buying isn’t the Coke; it’s the identity that the company is pretending you gain from drinking Coke. Which is to say, we’re buying the ad, not the product. So to me, a brand personality is itself a lie, generally speaking.
Regarding percentages, I meant how many ads reach the threshold of being good rather than how much of a given ad’s content is informational. All in all, I see just about every ad as falling below the threshold I’d like to see in an ideal world.