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Advertising and marketing are fixated with changing the way we think about a brand rather than changing the way we buy


It’s one of the age-old conundrums of marketing: people who love your brand won’t necessarily buy it; people who buy your brand don’t necessarily love it. Kodak was loved but not bought; Ryanair is bought but not loved.


Which is better? In the case of Kodak, who filed for bankruptcy in 2012, the answer is pretty clear. But in spite of the evidence, the marketing industry is still obsessed with changing the way people think and feel about a brand rather than (perhaps more effectively) changing the way they buy. Advertising and marketing agencies are built exclusively to tackle the former; they raise awareness and change attitudes, but rarely change behaviour and incite purchase.


If only Bradley's arm was longer. Best photo ever. #oscars http://ift.tt/1hVJDfb


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from Advertising | The Guardian http://ift.tt/1IydIxA

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