Coca Cola Hits The Spot? - A Reply To Jerry Neumann [View instapost]
No, I meant antithesis, as in thesis, antithesis, synthesis. When I write that sort of thing the point is to motivate entrepreneurs to think creatively about a difficult problem: what is the synthesis of branding and online?
"The Fact Is, that....branding (as in display) is still very much nascent." I've been hearing that exact same combination of words so many times in the 15 years that they've become like any phrase you repeat over and over and over: they've lost any connection to meaning. I've been told that breakout online brand spend is 'nascent' and that we just have to wait a little longer close to a thousand times; that marketers are slow on the uptake compared to us online geniuses and that they will 'get it' real soon now. How soon is soon? How long should we wait? Is it next year? I've got some news--it's been 'next year' for fifteen years. I don't believe it any longer.
I don't think we're so much smarter than the marketers. I don't think that somehow the top marketers in the world are just now noticing Facebook. When something works, it works. Look at Google's growth: Google works, and marketers recognized that within a couple of years and poured money into it. No one ever said 'oh, next year people will get it' with Google's ad products.
Yes, Coke is using Facebook, but the experimental phase of Facebook branding is over. Marketers tried Facebook branding and were not impressed. A few thousand likes does not extend a brand like Coke, it's just a spoonful of sugar with the real medicine of grinding it out in traditional media.
Coca Cola Hits The Spot? - A Reply To Jerry Neumann [View instapost]
"The Fact Is, that....branding (as in display) is still very much nascent." I've been hearing that exact same combination of words so many times in the 15 years that they've become like any phrase you repeat over and over and over: they've lost any connection to meaning. I've been told that breakout online brand spend is 'nascent' and that we just have to wait a little longer close to a thousand times; that marketers are slow on the uptake compared to us online geniuses and that they will 'get it' real soon now. How soon is soon? How long should we wait? Is it next year? I've got some news--it's been 'next year' for fifteen years. I don't believe it any longer.
I don't think we're so much smarter than the marketers. I don't think that somehow the top marketers in the world are just now noticing Facebook. When something works, it works. Look at Google's growth: Google works, and marketers recognized that within a couple of years and poured money into it. No one ever said 'oh, next year people will get it' with Google's ad products.
Yes, Coke is using Facebook, but the experimental phase of Facebook branding is over. Marketers tried Facebook branding and were not impressed. A few thousand likes does not extend a brand like Coke, it's just a spoonful of sugar with the real medicine of grinding it out in traditional media.