September 13, 2007

The Ad Contrarian Mantra

Just about everything you read on The Ad Contrarian blog derives from one unifying principle:

We don’t get customers to try our product by convincing them to love our brand, we get them to love our brand by convincing them to try our product.

This seemingly innocuous sentence represents a radically different perspective from how most companies and most ad agencies practice advertising and marketing today.

It is different because it flips the cause and effect relationship that is the rationale for most “branding”.

This principle asserts that the most effective way to build a brand is to sell someone something.

It is a comment on how tortured the logic of marketing has become that this observation, so stunningly obvious, is actually controversial.


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