I realized that I was listening to an ad for a car that won't be available for a year! This ad is from the same car company that just went before Congress and stated that they won't make it to the end of 2009 without a congressional bailout. So, my first thought in hearing this ad was "shouldn't they be trying to sell the cars they have, rather than cars they don't?"
Then I thought, "maybe they're trying to revise their brand from 'uninteresting, middle-of-the-road cars for the masses' to 'leader in clean automotive technologies.'"
But this post is actually not about GM's advertising, it's about branding. As in, I'm not a branding guy.
That ad made me realize that, for more than a decade, I have been a marketer focused on revenue growth, rather than branding. My marketing focus was:
- Understand customer needs and define the appropriate product or service to meet those needs
- Use the appropriate promotional tools to drive revenue growth for those products and services
It's not that I don't appreciate the value of branding and would enjoy the opportunity to establish and build a brand. In fact, if you read several of my past posts on advertising, I am frequently referring to branding. Examples include my recent posts on a couple of radio ads, one discussing Microsoft's new I'm a PC campaign, or the one discussing La Quinta (whose brand apparently is 'hotels for idiots.')
I would love to do some branding work, but at the end of the day I'm a revenue growth marketer.