Has brand marketing evolved beyond its true purpose? What can we learn from the golden age of advertising?
Many of you reading will have watched Mad Men, the popular TV show about a fictional advertising agency on Madison avenue in the 60s and 70s. The agency ‘Stirling Cooper’, was what would be described as a ‘fully integrated agency’ in today’s parlance.
They dealt in creative, media buying, PR and experiential marketing and design. Quite a broad set of services, but it was a simpler time in many ways, with fewer metrics and clients that were happy to entrust the agency with their reputations.
Things have changed quite a lot since the 1960’s. We don’t need to state the obvious and list all of those changes. Instead, why not look at the things that haven’t changed so much, and what we can learn.
01 - Keep your brand message simple
I love the clean and simple messaging of the Jaguar ad above. Some things to take note of;
Using another well known brand in your space as validation.
Having that brand endorse your product.
Associating powerful words like ‘quality’ and ‘performance’ with the product.
Asking a question which leaves the reader thinking they are looking at best in class.
Brands are so busy fighting for every pixel of attention now that using brand endorsements has become more of an event than a simple statement. This advert would know be ‘Jaguar x Champion’, somehow trying to force you into a joint campaign.
Transparency is something else to take from this. A quality which is so lacking in modern brand messaging yet one of the most valued attributes of the Gen X market of 2020. Just be honest, explain your product or service, an audience will appreciate it.
The lesson here is to roll back the years and try and work with people in your space. Don’t be afraid to ask, and think of the mutual benefits to both brands. If you have a supplier that is a well known brand, suggest some creative that will benefit them as well as you, they might even help pay for some of the media as a result. Just try it.