Today’s Ad-Sense

Today Advertising has plunged into the morass of over-communicating the Brand and over-promising the audience concerning Brand Potential. Advertisers fail to address the features of the Brands they advertise, and drive Brands towards being nothing more than fairy tales. This approach turns the Product and the Brand into something you meet instantly and forget instantly. The question is: Can you create a relationship between the Brand and the audience based on this methodology? I’ll leave this for you to answer

The relationship between a company’s Marketing department and the Advertising agency can be quite distant, as the leadership of both entities are often confused about the end deliverables and their expectations from the audience. Most graduates of Multinational companies now working as Brand Managers or Marketers are driven first by Research, then by Advertising, and they believe that these two elements are the strongest factors in making their Brands work. Will it work? My answer: NO!!!! That approach is wrong, and this failing approach is why Multinational Brand Managers often fail to succeed with local Brands

Advertisers for the past two decades have tried to do more than advertise; they have tried to be everything else but the CEO of the company. For this reason, Advertising has failed to work even in its own domain. The simple definition of Advertising is that it should simply create Brand Awareness and drive consumer interest. This is my definition of Advertising as a Brand Marketing Consultant who has been in the field of Marketing for over 20 years with a degree in Marketing from an Ivy-league University

Advertising is an option..

My conclusion concerning the generation change and the decline of the Advertising agencies is that the concept of Branding has a lot more to offer than just something to put on billboards. Companies in our region are now struggling to sustain their growth because Advertising agencies have lured them into huge spending. Yet their Sales are less than 10% of what they’ve spent

Let’s educate the market as to what Marketing is and the purpose of Advertising towards supporting the Marketing podium

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com