Advertising Age published a pathetic perspective advocating “for the triumphant return of the brand.”
Here’s a particularly ridiculous excerpt:
Our industry, at times, asks important questions. Still unanswered questions that cut to the bone of who we are. Like, where are all the Black people?
Today I ask a different question. Where are all the brand people?
Um, in Adland, wherever the brand people are, they still significantly outnumber the Black people.
It’s time for the triumphant return of brand
By Jamie Barrett
In the past year, I believe brand advertising has hit rock bottom. And it makes me incredibly excited.
The opportunity before us is immense.
Imagine having an actual personality at a party full of algorithms and best practices. You’d be a hit.
Imagine making beautiful music in a tone-deaf world. You’d make every Spotify Wrapped on the planet.
Imagine running a marathon in a field full of sprinters. If you don’t take a wrong turn, you win.
The marathon analogy has legs. Because it speaks to brand longevity. It speaks to the truth that over the long haul, there has never been a successful business that was not also a successful brand. Strong brand, strong business. They’re inseparable.
Why are Nike and Apple still here? Because they’re strong and authentic brands. And despite the inevitable twists and turns of business, they survive and thrive.
Why is Gap coming back? Because it’s a beloved brand built on nostalgia and classic American style, and people want to root for it.
Why does Tesla ebb and flow so dramatically? Because it’s not a great brand, it’s a bad person.
Our industry, at times, asks important questions. Still unanswered questions that cut to the bone of who we are. Like, where are all the Black people?
Today I ask a different question. Where are all the brand people? And where are all the transcendent, iconic, can’t-wait-to-see-what-they-do-next brands?
Performance marketing is invaluable. Short-term goals are critical to set and strive for. But without a brand, without a soul, without a timeless and sustainable “why,” it all falls flat. Your business spikes today and sputters tomorrow.
Think back to Cannes last June. The big takeaway? We’re still a creative industry, yes. But our most impressive example of creativity is how we manufacture and manipulate case studies to win awards.
Come on, people. We’re better than that. We build both brand and business momentum, remember? We create work that adds value not only tomorrow, but five, 10, even 20 years from now. We’re not looking to hook up with our audience, we’re looking to move in. We’re looking for a relationship that grows over time. We’re looking for love.
I recently conducted an experiment. I asked a group of people to name their favorite ad. The response? Crickets. No, not the Cricket Wireless campaign from AT&T. Crickets as in awkward silence. Crickets as in drawing a blank.
Advertising is at the starting line again. The consolidated Inter-Omni-mega-coms, the look-how-nimble-we-are indies, the don’t-call-me-an-ad-agency ad agencies, they’re all lacing up, lining up and ready to race. What your agency did yesterday means nothing. What your agency does tomorrow is everything.
The “white space” for brand creativity has never been so vast. If we want our industry and clients to survive, we have only one choice.
Fill it.
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