HotHouse makes brands work for people online

By Simon van Wyk

I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies.

I read LoveMarks, but I don’t love brands. I read the definition which says: “Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.” I don’t actually feel this way about any brand. My life is busy and I reserve that level of investment for the important people in my life, not the stuff I buy. I assumed other people felt the same.

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By Simon van Wyk

Following on with this month’s theme of the legends of marketing, let’s focus on case studies in all types of marketing, not just digital marketing. Here are some websites where you can find some really useful examples to apply to your own business:

Marketing Magazine case studies: This Australian publication has dozens of case studies to choose from. My favourites include Cabana Boys, a creative agency born during the depths of the GFC, the ANZ Bank’s sponsorship of the Broadway musical Wicked, Australia’s quintessential sandshoe, Dunlop Volleys, and the Transport Action Commission of Victoria’s “Pictures of You” campaign.

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By Simon van Wyk

In this month’s podcast marketing consultant Jonathan Salem Baskin discusses the importance of being able to measure behaviour and activity in the sales funnel. He cites the work of strategic marketing consultant James Lenskold as a stand-out example of someone who is applying hard numbers to a largely intangible measure: finding the value of marketing and branding activities.

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By Simon van Wyk

In this month’s podcast and in his book “Branding Only Works on Cattle”, Jonathan Salem Baskin discusses a few examples of “anti-branding”, successful branding by companies that are focused on getting people to buy things, rather than simply creating an image or a feeling. I’ve collected some links to more information about these successful anti-branders. read more

By Simon van Wyk

I’ve been on my soapbox for a long time about the need for advertising and marketing to focus on delivering commercial value and not rely on vague concepts like “brand dialogue” (see, for example, my rant on interactive agencies trying to be ad agencies).

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HotHouse founder Simon van Wyk talks to Jonathan Salem Baskin, a branding consultant and author of “Branding Only Works on Cattle”, who has declared branding is dead, replaced by the “messy village of communication” of online marketing. He discusses his “heretical” views on where advertising and marketing have gone wrong over the past 40 years, and what companies can do to focus on important things like “selling more stuff”.

Listen to the podcast below.

 

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