October 10, 2007

Big News from Brandweek

Stop the presses! Here's some huge news. Consumers favor brands that offer them good quality at a low price! Oh my god!

"The 26,000 men and women polled... showed a strong inclination to brands that either saved them money or were perceived as having good value" is how Brandweek reported it.

A company called Brand Keys did the survey. Apparently, they had to poll 26,000 people to figure this out. Ya think we could have saved these people some money?

But wait. There's more. Just the name of the survey tells you it was run by nitwits: The "2007 Brand Keys Customer Loyalty Engagement Leaders List" is what it's called.

Congratulations to Brand Keys on squeezing every horrible cliche and buzzword in the marketing lexicon into one survey title. A masterful achievement. And just for the record, what language is that?

Oh, and one more thing -- a warning to anyone who uses the word "engagement." I'm going to come after you. I mean it.

Note to Brand Keys and Brandweek: In case you haven't read "Everything You Need To Know About Branding on One Little Page" on The Ad Contrarian web site (and shame on you if you haven't!) here is an excerpt:

'You want to have a strong brand? Quit “branding”. A strong brand is a byproduct. It comes from doing a lot of other things right. For example:

1. Make sure you’re selling excellent products.

2. Make sure you're taking good care of your customers.

3. Make sure your ads demonstrate how you are different and better than your competitors.'

Didn't need 26,000 people to figure that out.


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