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Murketing isn’t a typo
The concept of “marketing,” or the murkiness that exists around branding and the rest of the marketing world, is among the things Kevin Zimmerman discussed with author Rob Walker in today’s Marketing Xfactor. Walker also talks about the fleeting happiness that comes with acquiring things, and his belief that branding is as powerful a force in today’s media landscape as ever.
What do you think the future holds for branding? Are consumers really “brand-proof” as some experts say, or is Walker right that with some creative marketing, customer immunity to brands can be overcome?
Scary what people can achieve! By the way, for those who are reading this and wondering what we two are talking about, I expected this comment to leave a link back to the article on Marketing by Permission (see your blogroll), but it didn't! It does now :).
It's all a bit redolent of Anita Bryant, isn't it?
It's a bit like the sound of one hand clapping otherwise :)
This story looks like one you should cover in depth here, by the way. A case study of even worse decisions following bad ones.
Tim-
You're absolutely right. Reading your post reminds me about the Dunkin' Donuts and Rachael Ray ad last month that caused a stir, then caused a bigger one after it was pulled (I blogged about it here: Uproar Over a Scarf)
In that case she was wearing a scarf that a political commentator said was worn by terrorists. Another example of companies giving in to a lunatic fringe much too quickly.
-Jeremy
Of course some of the murkiness is self induced. I'm covering the H J Heinz Deli Mayo Advert Fiasco on my own blog at present.
Put simply, Big H created a rather poor advert that had one guy giving another guy a peck on the cheek. Bad decision to run it at all, I guess they wanted to create some murk!
Then 200 folk complained and Big H pulled the advert. That started their current media problems, with an internet army massing against them!
I guess there was no fleeting happiness there!