Gary Lucido

The End of Brand Advertising

Amen! I've been saying this for a while. I ran an Internet company for a while and the retailers who were our clients held us to a higher standard than their regular advertising. We had to prove the ROI on our advertising while they accepted that there was an ROI on their traditional advertising. I knew that that double standard could not continue. The fact of the matter is that, regardless of the media, there is a lot of advertising out there that is nothing more than ego boosting or "feel good" advertising. That is not sustainable and it will stop.