You must know the difference between ‘brand’ and ‘branding’, in order to reach the masses
‘Branding’ means embedding the name of the product in the consumer’s mind, as simply selling a category generic is doing the market leader’s job for them, writes Dave Trott.
Years ago there was a terrific television campaign starring Leonard Rossiter and Joan Collins. It was very funny, it was very popular with the public, and it won every award going.
Rossiter was snooty and pretentious, Joan was attractive and aloof. Each ad featured pretty much the same gag. Leonard Rossiter would somehow spill his Martini on Joan Collins.
The first ad had her asking him the time. Then in another, he accidentally knocked back her airline seat. Then a group of Japanese businessmen misinterpreted his actions.
If it ‘ran for years’, how come nobody noticed its failings, especially Cinzano?
@Cynic because FMCG marketers were crap at measuring the effectiveness of their ads.