Andy on Twitter

  • OMG. So sad... ,
  • Good look at the impacts of SAH on compliance and tech... Be Prepared to Stay at Home in 2021 – even if you don’t w… ,
  • Dense Discovery is still my favourite newsletter. Look forward to it each week. Well worth supporting IMHO.… ,
  • Great read... I Feel Better Now | Jake Bittle ,
  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
  • Wonder if our Govt will figure out how search works and understand we want to find news on Google and it takes us t… ,
  • Yep. 100% Chaos. Covid has exposed the need for a new approach to Federal vs. State level governance. Border cont… ,
  • WA Premier lashes NSW over virus and continues to be full of rhetoric and utter BS. VIC is doing worse than NSW by… ,
  • Spot on. A Royal Commission should be accelerated by the PM... Victoria’s brutal bureaucracy bereft of basic decency ,
  • A great read... So right... Let’s ask a better question: Why doesn’t advertising work (more often)? | WARC ,
  • Further evidence of the disgrace that is . It's time for a coordinated federal approach versus the… ,
  • Connect

Advertising isn’t marketing

At least on its own. And there is big difference between building the brand and activating the brand. Sergio Zyman highlights this as he recalls the New Coke disaster. What’s also interesting in his comments is how important hubris is in the PR element of any launch.

"What we saw was an increase in awareness, an increase in feeling good about what the company was," he said. "They were great ads, but that’s what they were: ads. Not really good marketing tools. … In those days, advertising was really the only element of marketing. You put an ad on the air, consumers liked it, everybody writes about it, the bottlers felt happy, and there was nothing else."

In advance of New Coke, Mr. Zyman says the company ramped up ad spending, doubled price promotion and employed deep discounts — to no avail. "The only thing left was to change the product or change the advertising," he said.

"I think we were lazy in really recognizing that we needed to reactivate or reposition the brand. If we had done that through an advertising process, I don’t think New Coke would have ever happened, but there was such resistance to any kind of change in the advertising position of the brand that we introduced a change in the taste," Mr. Zyman said. "I know, you’ll say that’s ridiculous, and I agree. But it happened.

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]