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Does your brand stand out from the ad pollution?

How often has your ad agency promised that their concepts will "cut through the clutter" only to blast out more of the same brand messages placed on new urban surfaces, media channels and emerging digital platforms. Unfortunately clutter is leading to more clutter.
Does your brand stand out from the ad pollution?The average consumer is exposed to about 5 000 brand messages every day. Research shows that consumers are consciously blocking out commercial messages. As a result marketing professionals are finding it increasingly challenging to ensure their brand messages cut through the noise and engage with consumers.

Research by the Advertising Research Foundation proves that the ability of the average consumer to remember brand messages beyond 24 hours is at the lowest it's been in the history of advertising. The reasons for this is not just the amount of clutter out there, but also the consumer's tendency to multi-task with multiple devices and to consciously ad skip.

What's a marketer to do?

Refocus on consumer, not media
Marketers should be shifting your focus from the media to the consumer. And be mindful that the consumer is being bludgeoned by commercial messages as they move from medium to medium. That means engaging with consumers via brand stories that interest them in spaces they feel most comfortable with.

Combine this with a permission-based marketing strategy - especially in digital channels. This means being smart about getting consumer's approval to receive your brand messages.

Here's an example
Imagine offering your loyal - and potential - customers a reduction in their Internet or mobile contract if they agree to receive content related to your brand. The same applies to a magazine subscription. Go into a partnership with publishers, mobile or Internet service providers. Now that's a smart mutually beneficial - and respectful - method to add value to your customer's while engaging them with your brand.

There's no avoiding the clutter. So focus on brand strategies that add value. Put your target market fist. Be compassionate to their bombardment of brand messages. And always, always be consistent with your brand values in a brand-centricâ„¢ manner.

2 Nov 2009 12:35


About the author

Desiree Gullan is the Creative Director of Gullan&Gullan Advertising (Pty) Ltd. Gullan&Gullan's propriety brand-centricâ„¢ methodology forms the basis of every communication service ensuring that brand equity is enhanced through congruent, consistent expression at every touch point from the board of directors, to staff, to customers and in the media. www.gullanandgullan.com 011 887 6591.