Comments on: You’re selling what? To whom? http://www.flint-group.com/blog/youre-selling-what-to-whom A blog about what's happening in the Flint Group of agencies Fri, 03 Feb 2012 18:54:42 -0600 http://wordpress.org/?v=2.8 hourly 1 By: david hanson http://www.flint-group.com/blog/youre-selling-what-to-whom/comment-page-1#comment-1334 david hanson Tue, 03 Nov 2009 16:58:54 +0000 http://www.flint-group.com/blog/?p=880#comment-1334 please refer to my article here for more explanation: http://www.h2m.biz/brandthink/brandthink2.php?article=55 please refer to my article here for more explanation: http://www.h2m.biz/brandthink/brandthink2.php?article=55

]]> By: david hanson http://www.flint-group.com/blog/youre-selling-what-to-whom/comment-page-1#comment-1333 david hanson Tue, 03 Nov 2009 16:47:56 +0000 http://www.flint-group.com/blog/?p=880#comment-1333 Debbie, the purpose of advertising is not to sell product. Debbie, the purpose of advertising is not to sell product.

]]> By: April Steffan http://www.flint-group.com/blog/youre-selling-what-to-whom/comment-page-1#comment-1331 April Steffan Tue, 03 Nov 2009 16:37:07 +0000 http://www.flint-group.com/blog/?p=880#comment-1331 David, thank you for your comment. I agree with your point that the goal of this TV spot wasn’t to sell anything. The reference to selling something in my headline, “You’re selling what?” was leading into my point that EDS missed the mark with this spot because we were left wondering who they are and what they do. I don’t think every branding spot needs to explain what a company does in order to be successful. That’s because branding spots are typically a part of longer, integrated campaigns. However, as a stand-alone piece, this minute of entertainment did nothing for EDS or their brand. David, thank you for your comment. I agree with your point that the goal of this TV spot wasn’t to sell anything. The reference to selling something in my headline, “You’re selling what?” was leading into my point that EDS missed the mark with this spot because we were left wondering who they are and what they do.

I don’t think every branding spot needs to explain what a company does in order to be successful. That’s because branding spots are typically a part of longer, integrated campaigns. However, as a stand-alone piece, this minute of entertainment did nothing for EDS or their brand.

]]> By: Debbie http://www.flint-group.com/blog/youre-selling-what-to-whom/comment-page-1#comment-1320 Debbie Tue, 03 Nov 2009 15:07:43 +0000 http://www.flint-group.com/blog/?p=880#comment-1320 David, a brand image should map back to the corporate image and goals of the company, and the purpose of advertising is to sell product. In this case, the brand image of this ad maps back to a very well-known brand, Marlboro. So..... we still don't know, or remember what this fun, entertaining spot is trying to sell. Good insight, April. David, a brand image should map back to the corporate image and goals of the company, and the purpose of advertising is to sell product. In this case, the brand image of this ad maps back to a very well-known brand, Marlboro. So….. we still don’t know, or remember what this fun, entertaining spot is trying to sell. Good insight, April.

]]> By: david hanson http://www.flint-group.com/blog/youre-selling-what-to-whom/comment-page-1#comment-1204 david hanson Mon, 02 Nov 2009 18:28:49 +0000 http://www.flint-group.com/blog/?p=880#comment-1204 This is a brand spot. It's goals were not to "sell" anything. Many people, even in our own industry, mistakenly think ads like this are supposed to "sell" when, in reality, the sale actually occurs further down the line. Most advertising of this type, beyond being entertaining, is a corporate brand ad, and has communication goals rather than sales goals, except in the case of Direct. Communications goals are far different, such as: convey trust etc, rather than "buy this thing now". This is a brand spot. It’s goals were not to “sell” anything. Many people, even in our own industry, mistakenly think ads like this are supposed to “sell” when, in reality, the sale actually occurs further down the line. Most advertising of this type, beyond being entertaining, is a corporate brand ad, and has communication goals rather than sales goals, except in the case of Direct. Communications goals are far different, such as: convey trust etc, rather than “buy this thing now”.

]]> By: Frank http://www.flint-group.com/blog/youre-selling-what-to-whom/comment-page-1#comment-719 Frank Fri, 30 Oct 2009 02:24:14 +0000 http://www.flint-group.com/blog/?p=880#comment-719 I agree, hilarious spot...but who was that? If they had a strategic plan that included more than just a commercial, I think this could've actually worked really well. But, as a stand alone piece, it has no utility, no conversation, no real information, it is only entertainment. This is a really good example of what advertising was in 2000. It would be interesting to see what they would've done differently just nine years later. Or what the Flint Group could've done ;-) Great post! I agree, hilarious spot…but who was that?

If they had a strategic plan that included more than just a commercial, I think this could’ve actually worked really well. But, as a stand alone piece, it has no utility, no conversation, no real information, it is only entertainment. This is a really good example of what advertising was in 2000. It would be interesting to see what they would’ve done differently just nine years later. Or what the Flint Group could’ve done ;-)

Great post!

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