Indeed the balance between brand promise and also delivering a great brand experience is what makes a brand.

Don’t get we wrong. We work with splendid media agencies as well. But I have been a marketer for almost 10 years and not all traditional agencies were really aligned with realizing goals.

There’s more in the marketing value chain than producing award winning TV commercials and reaching people. Engaging people and drive them into the sales funnel should be the logic next step.

And that partnership from agencies, being aligned with driving business objectives I still miss sometimes.

Cheers

Igor

Definitely agree: It is vital that a brand promise is delivered. It is even better if a brand finds ways to go further and delight consumers – by listening, exciting, surprising, , etc.

Tend to disagree: With all comments about media agencies (Mind you, I work for one so guess I’m bias).

Thanks for your support!

Yes mediocre products with mediocre campaigns will certainly extinct. I hope soon, than the others will get their wake up call

Cheers

Igor

And actually blogged about this problem – I Heart Pig Lipstick – why gimmicks don’t drive word of mouth.

The thing is – it’s a lot easier to make a mediocre product. To design features (instead of solutions). And then to yell about them.

But customers are much more savvy now. They have many more options to tune out the yelling.

Smaller, more nimble companies are, and will, adapt.

And the larger companies, will go extinct.