Quick finder (main website):
Home
| Services | Experience | Portfolio | FAQ | Advice
| About me | Contact
Quick finder (advertising blog only):
Ad Blog
main page | Monthly archives | Forward to
October
September 30, 2004
Ad fraud leads to a guilty plea and prison time for a former head
of creative services right here in my hometown. Here’s the story, from the Union-Tribune
(San Diego, CA):
Advertising
copywriter blog link
Oh, you just know you’re a major market when ad fraud leads to prison time.
Thing is, she was nailed on charges that, by underdelivering media, she and
others inflated agency earnings and stock valuation. So, apparently, lying to
stockholders is worse than lying to clients, at least as far as the law
is concerned. Of course, that’s because it’s so much easier to
quantify and prove. Sigh. Stuff like this just makes the whole industry look
bad.
Back to the top of the page
September 29, 2004
This article seems merely to be about ad budget allocation, but it also covers
advertising creative and branding. Here it is, from Business Week via Yahoo News Asia:
Advertising
copywriter blog link
Key quote:
Here’s a simple question. Would a company be better off running one great ad for three years, or three mediocre ads for one year each? To a pro, the answer is obvious. Not only is the great ad the right choice, those mediocre ones should never be seen at all. Yet, that latter strategy is the one followed by many advertisers. Advertising is meant to attract customers, yet so much of it does the opposite. One reason: Too much time and money goes into running advertising, not enough into developing it.
The article also points out one reason for this situation: that most businesses
do their planning by the calendar, in regular, 12-month cycles. So, despite the
fact that branding is a continual process, most companies attempt to build their
brands in year-to-year fits and starts.
Back to the top of the page
September 28, 2004
Saturday’s entry talked about car marketing, but not car advertising.
Today’s article, from Business Week, talks about car ads and the
proliferation of instantly forgettable slogans:
Advertising
copywriter blog link
Some marketing experts say that changing slogans causes confusion among consumers and may even be perceived as a negative (wishy-washy, flip-flopping) characteristic. Equal but opposing marketing experts say that changing market challenges and opportunities demand adaptive strategic messages, reflected in new slogans.
What all of this back-and-forth misses, is that sloganeering ain’t branding. Look at Toyota, currently on its third slogan in the past six years. Toyota’s brand, and it’s a formidable one, has nothing to do with its advertising and everything to do with delivering value to consumers over the long haul. Yes! Manufacturing efficiencies are marketing when they result in improved deliverables and a decisive consumer experience! If this is a revelation, it shouldn’t be.
Admittedly,
slogans do have a place in the marketing world: verbalizing an emotional
rallying point for an audience (which may be internal, external, or both). But
branding, real branding, is so much more than sloganeering. And that’s a point that shouldn’t be missed.
Back to the top of the page
September 27, 2004
Nike is one of the today’s premier executors of powerful, effective branding. Here’s an article about
those ubiquitous (and unbranded) yellow bracelets, from the Statesman Journal (Salem, OR):
Advertising
copywriter blog link
This isn’t a blueprint for doing unbranded charitable work that turns
into a massive branding success, unless one can duplicate the wildfire-like
phenomenon of those little yellow bracelets. Sure, you can dissect the whole
project, from the product (eye-catching yellow bracelets debossed with Lance
Armstrong’s “Livestrong” motto), to the pricing (cheap, $1), to
the initial distribution (Nike retail stores), to the timing (immediately after
Armstrong’s sixth Tour de France win), to the feel-good benefit hook (supporting
cancer research) and the purity of the corporate motives (celebrating a great
athlete and a great accomplishment). But, after that, the whole shebang has to
connect with consumers in a way that catches fire. Not unlike a successful ad
campaign.
Back to the top of the page
September 25, 2004
A doubly rare Saturday double entry from an unusual source: my local paper’s automotive
section. First up, is this article about Pontiac’s massive car giveaway on
“Oprah Winfrey,” from the San Diego Union-Tribune:
Advertising
copywriter blog link
The behind-the-scenes look at some of the internal opposition to the promotion makes for interesting weekend reading. I think they were wrong to push the thing through. Giving away 276 new cars was a huge idea, and perhaps a good one, but not for that car. Even assuming that the promotion delivered a “publicity punch” equal to the $7 million worth of ads that had to be cancelled to pay for it (which could very well be true if the ads were weak enough), the punch is neither sustained nor sustainable. It might have been good publicity, but it was bad marketing, delivered to the wrong market. In short, an expensive misfire.
Also from the U-T Wheels section, is
this article about the increasing size of brand badges on cars:
Advertising
copywriter blog link
Badges may have gotten bigger and more carefully designed, but they haven’t
been integrated nearly as thoughtfully. The result, too often, is a massive,
tacked-on badge. It’s sort of like mediocre (or resigned) art direction: if you can’t
give an ad a unique look, make the logo bigger and call it
“branding.” Oh yeah, that’ll work.
Back to the top of the page
September 24, 2004
This is a good, street-savvy interview with the chief marketing officer of American Express, in
the Hollywood Reporter:
Advertising
copywriter blog link
What I like about the thoughts he expresses, is that they go beyond
advertising, in any form, and get into brand-building through positive customer
experiences. See, more marketing people are realizing that companies and ad
agencies don’t build brands; consumers do.
Back to the top of the page
September 23, 2004
The beauty of tourism advertising, is that you get to turn a place on the map into a place
in the heart. Too often, though, politics and
the need to teach entire committees about basic advertising procedure make
things turn ugly. Here’s an article from the
Salt Lake Tribune (Salt Lake City, UT), about the development
of an ad campaign for Moab, Utah, that ended this month with the ad agency’s
resignation:
Advertising
copywriter blog link
The quotes from city council-members point up their obliviousness, and the
hopelessness of the task facing the ad agency. Excited about seeing the creative
process? Heck, probably they couldn’t resist elbowing their way into
the creative process. Divisive, progress-paralyzing battles as part of a normal process? Only when
politics – which, by the way, can be governmental or corporate – are involved. A need for consensus?
Only when no one has the knowledge or authority to move forward.
Back to the top of the page
September 22, 2004
Here’s a good article focusing on retail branding, from Scotsman.com:
Advertising
copywriter blog link
The retailer names may be unfamiliar to U.S. readers, but for Marks & Spencer you can read “Sears”
and for Tesco you can sorta-kinda read “Target” (which didn’t
start as a grocery chain). The key challenges and opportunities are similar.
What I like about the article, is that it discusses brand-building issues beyond
advertising. Such as researching consumer values, developing relevant products,
making it (or having it made) well, pricing it fairly, and distributing it
intelligently.
Back to the top of the page
September 21, 2004
A whole passel of stories from my hometown paper, the San Diego Union-Tribune.
First up, is this front-page story (picked up from the New York Times News
Service) about CBS News admitting that it can’t prove the veracity of key
information used in one of its lead news stories:
Advertising
copywriter blog link
Seems the only people telling the truth in the media these days, are the advertisers. That’s partly because commercial speech enjoys less Constitutional protection, but it’s looking more and more like it’s also because today’s consumer-oriented advertising industry has a higher ethical standard than today’s ratings-oriented journalism industry (and journalism is an industry).
In a related story, the nature of First Amendment protection for commercial speech is constantly being refined (story picked up
by the U-T from the Associated Press):
Advertising
copywriter blog link
Most advertising isn’t protected by the First Amendment, at least not fully, and it’s hard to think of a less sympathetic advertiser than a tobacco company. But, the risk here is that image advertising as a whole might end up vulnerable to legal challenges.
To end on a high note,
here’s a homegrown story about branding one of San Diego’s major universities, USD:
Advertising copywriter blog link
It’s advertising. It’s marketing. It’s branding. And, it’s good.
There’s ad news for you. Making the branding effort even more noteworthy: there is no accompanying new logo.
Hey, it’s nice to see someone getting it right.
Back to the top of the page
September 20, 2004
Some things I mention just to archive them. For instance, this press release
(courtesy P.R. Newswire), from retail giant Sears, touting its new advertising and branding
campaign featuring Ty Pennington:
Advertising
copywriter blog link
Okay, press releases such as these, carried on free distribution wires, are
often filled with weasel copy every bit as
questionable as it is optimistic. However, making a connection between a
spokesperson’s “engaging style” and a new merchandising approach
in various retail departments seems a stretch even by those
standards. And, oh yes, there’s a spiffy new logo to go along with the new
efforts. Ooo. That’ll help.
Back to the top of the page
September 19, 2004
A quick Sunday entry to note this article about sporting event promotions, from my hometown paper, the San Diego
Union-Tribune:
Advertising
copywriter blog link
Even for 1974, having a ten-cent beer night just sounds like a bad idea. As promotions go, it successfully attracted a crowd. It was the
social aspect of the promotion that was grossly irresponsible, and led to the problems. Which doesn’t really explain
mob action at the the “disco sucks” promotion.
Back to the top of the page
September 17, 2004
In reference to the September 14 entry, more proof that Gateway may be correct
in cutting its losses by pulling out of the home electronics market. Here’s
an article, from BBC News:
Advertising
copywriter blog link
When a consumer electronics heavyweight like Sony issues warnings on
forthcoming Christmas season profits, that is one huge signal that this
so-called economic recovery ... ain’t. Then again, maybe there is a
Santa Claus.
Back to the top of the page
September 16, 2004
Before you write off print as a casualty of the self-proclaimed digital
revolution, look at this fast-growing medium: custom-published corporate
magazines. Here’s the article, from the Stamford Advocate (CT):
Advertising
copywriter blog link
This is the print version of branded entertainment. I remember recent precursors, such as eBay Magazine and Technique (which was published by Paper Direct, a maker of pre-printed papers), but the idea goes way back.
I have, in my collection, the March, June, and September issues of Ford Times from 1960. Contents included road trips, profiles of interesting destinations, automotive tips, news, recipes, and, almost incidentally, car previews (“North, south, east, and west, it’s THE FALCON STATION WAGON”). Even today, nearly 45 years after they were published, these magazines are impossible to leaf through without stopping to read. Most articles are signed by various writers including Art Linkletter (“Disneyland - A Child’s Garden of Fantasy”). It’s high-quality content, delivered in an engaging way.
So the concept isn’t new, but the implementation is, along with a host
of other techniques to track reader involvement and interaction. Have I mentioned lately that it’s a great time to be a
copywriter?
Back to the top of the page
September 15, 2004
Here’s an article about branding Idaho, from the Associated Press via The Times-News
(Twin Falls, ID):
Advertising
copywriter blog link
This seems to be a marketing trend these days, branding locations. Not that that’s in itself a bad thing (think of all the work for copywriters, after all, in coming up with these
wondrous slogans). However, I wonder if some of this indicates that the
overblown, fatuous branding con-game has reached saturation point in private
industry, and the only place to find new marks clients is
within the public sector.
As a taxpayer and advertising creative, what do you think? Does your
community need a brand platform and logo? Or more teachers and road workers?
What makes this choice a non-binary thing, is that the proper implementation of
one option often leads to the other.
Back to the top of the page
September 14, 2004
I am back in San Diego! And, from my hometown paper, the San Diego Union-Tribune,
is this article showing that sometimes, brand extension, even with first-mover
status leveraged by a strong brand and aggressive pricing, does nothing at all:
Advertising
copywriter blog link
From a branding perspective, the Gateway brand, while strong in its niche, was not strong enough in the consumer goods market. I get to claim some “I told ya so” rights, although those rights are shared with about a thousand other advertising people (including most of my own associates).
See, this is a good example showing what happens when a brand is built almost
by accident. The same combination of (largely) external factors can’t be
duplicated, but the people involved persist in thinking they’ve learned how
to build a brand. Two years, millions of dollars in equity and thousands of lost
jobs later, it is clear that they don’t. Pulling the plug, as
painful as it is, is the right move. The open question is this: does Gateway
still have a brand in what used to be its niche? If so, what is it?
Back to the top of the page
September 6, 2004
Well, it is time to say goodbye to Germany and the lovely city of Mülheim where
my family has been staying for the past six weeks. (To see what we were up to,
visit my family’s Mülheim webpages.) So, what with packing up and
cleaning the flat, the next update will be from San Diego, some time next week. Auf
Wiedersehen!
Back to the top of the page
September 3, 2004
If a brand image is well-established, is it limiting to use that image to sell the brand’s signature product? How about if the brand image belongs to a nation? Here’s an interesting article about the
marketing challenges facing the Scotch whisky industry, from The Herald
(Glasgow):
Advertising
copywriter blog link
The problem isn’t in the past. It’s not even in the present, at
least from a branding perspective. It’s that darn future: how to move the
established brand forward, leveraging the traditional image to create a modern
one without losing any momentum. It’s not rocket science; product brands do
it all the time. However, when you’re talking about a national image, it
requires political and industry leaders with an uncommon commitment toward a
long-term evolutionary plan.
Back to the top of the page
September 2, 2004
Here’s a good article about a key missing ingredient in many company websites, from India Infoline:
Advertising
copywriter blog link
Identifying principal executives is about more than providing information. It’s about creating trust, the first step in creating profitable customers. The websites of entrepreneurial enterprises tend to do this better than the websites of larger ones, possibly because the key people are more-accessible to the copywriters. Websites of publicly-held corporations tend to re-publish executive biographies from annual reports, which is at least something. So, the issue is primarily with privately owned, mid-sized to large companies.
The funny thing is that the India Infoline “About Us” page is riddled with the same vapid corporate weasel-speak criticized in the article (“created by a team of professionals,” “all our analysts have significant experience, which they share with each other,” “we as a team are continuously learning and are in sync with a rapidly changing environment,” and so on).
As for this website, I’d post my photo, but I’ve already
exposed more of myself than any reasonable person should be asked to take.
Back to the top of the page
September 1, 2004
Just some fun reminiscences from Harry Webber, who was involved in creating some of the classic TV commercials of the 1970s,
from a brief interview in the Charlotte Observer (NC):
Advertising
copywriter blog link
I must say, though, that I’m more optimistic about the future of the television commercial than he is. If, as Webber says, the television commercial is going the way of the dinosaur, then surely some will evolve into birds and fly into tomorrow. After all, those who create television commercials are not just sitting here awaiting extinction; we are actively developing the craft.
What might be going the way of the dinosaur, is creating television commercials the old-fashioned way, relying on frequency and huge audiences to drive the numbers up, or at least make the investment make sense. To me, smaller audiences mean tighter targeting and technologies like TiVo mean more viewer control. All of which creates a real opportunity for a relevant, intriguing commercial to slice right through the clutter, delivering its message with the active participation of the viewer. That’s powerful stuff for advertising.
The future of the television commercial looks great. As long as you
evolve.
Back to the top of the page
Backwards in time to August 2004
Main page | Consumer goods | Food services | Free red pen | Healthcare | Hospitality & tourism | Internet | Manufacturing | Packaged goods | Portfolio | Real estate & construction | Retail & restaurants | Service | Technology
Why should you hire me as your advertising copywriter? | FAQ
Advertising strategy and other lies
An advertising copywriter’s bookshelf:
recommended books
Brands and branding: a white paper
Do you make these mistakes in
advertising?
Free (yes, free) advertising copywriting
resources
Four ad copy traps that ensnare even
experienced copywriters
How to
become an advertising copywriter
How to write a brochure: advice from an advertising copywriter
How to write better ads
Long John Silver on writing ads
More career advice: what’s it like being
an advertising copywriter?
Napoleon’s advice to entrepreneurs,
Part I: starting the enterprise
Napoleon’s advice to entrepreneurs,
Part II: the entrepreneurial character
Napoleon’s advice to entrepreneurs,
Part III: growing the enterprise
The economy (and what to do about it)
The Tightwad
Marketing project
Advertising copywriting
mentorship
Back to the top of the page
Awards & honors | Curriculum vitae | Services
Phone and fax: (619) 465-6100
John Kuraoka, freelance advertising copywriter
6877 Barker Way
San Diego, California
92119-1301