Interesting presentation of Paul Isaakson on modern brand building.
The essence can be laid out in the two contraries:
Campaining = marketing for short term gains.
Committing = creating an evolving collection of coherent brand ideas and experiences over time.
Just one sentence struck me as a bit strange:
Just one sentence struck me as a bit strange:Campaining = changing your core brand message to fit what you think people need or want to hear today so that they buy your product or service
Campaigns don’t always change core brand messages, do they? I surprised by that assumption…
Wo ich sonst so bin...
Thanks for posting and sharing your thoughts. To clarify, I didn’t mean ad campaigns, but I do think the idea of ad campaigns is becoming a very dated idea.
As I tried to state on the post on my blog that accompanies this presentation, I picked a title for the presentation before I ever created a slide because we needed something to put on the Deepspace page with the event’s info.
Campaigning turned out to be not quite the right word, but I tried my best to make it fit so that I could stick to my theme and „commit“ to the subject I created.
Thanks again for sharing this and for questioning the word.
Hi Paul,
thanks for your feedback. I also think ad campaigns are a very dated idea 😉
No worries about the wording, the mesage of your presentation is clear and I like it!
cheers,
Roland