TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
Does Content Build Brands?
By: The Ad Contrarian
Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
Last week, Sir John Hegarty of BBH made some very cogent statements about the relative value of content marketing and advertising.

This week I was a guest on a marketing podcast that ripped into Hegarty for his comments. I didn't have the time to defend his point of view properly. So here goes.

First and most obviously is this: The highest goal of marketing is to build brands. Advertising has built thousands of major consumer-facing brands in hundreds of categories. Until you can show me even a few major brands that have been built by "content" I cannot accept content as anything but a footnote.

Let's be more specific: Overwhelmingly the world's major brands -- Apple, Coca-Cola, McDonald's, Nike, Pepsi, Microsoft, Walmart, Samsung, Toyota, BMW and, literally, hundreds of others -- have been built by advertising. I cannot think of one major non-web-native brand that has been built by content (or social media, for that matter.)

KEEP READING HERE


Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
blog comments powered by Disqus
About the Author
This article was published by The Ad Contrarian. A link to the original appears after this post. http://adcontrarian.blogspot.com/
Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top