An advertising agency and a brand consultancy both play important roles in business growth. Earlier in the year I touched on the differences between the two. Back on the topic – when should you call a brand consultant?
“It takes a big idea to attract the attention of consumers and get them to buy your product,” wrote Ogilvy. “Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.”
So that was 2007. As usual, there were a host of marketing mistakes and a few moments of genius. Let’s celebrate the latter first, as they are rare gems.
The Absolut Vodka bottle has become something of a modern icon. It’s origins are found in a breakthrough that came when a bottle was finally chosen. Like many breakthroughs it came purely by chance and in retrospect seems almost too obvious.
Christmas is a brand hand-crafted by and for the people. It is a diverse stew of traditions… many of which are thousands of years old… while others surprisingly quite contemporary.
