Comments on: Immune to Brand-less Brand Building http://mnteractive.com/archive/immune-to-brand-less-brand-building Minnesota's Interaction Design, Information Architecture, and User Experience Design Community Mon, 06 Feb 2012 15:21:44 +0000 hourly 1 http://wordpress.org/?v= By: Mark Wagner http://mnteractive.com/archive/immune-to-brand-less-brand-building/comment-page-1#comment-1007 Mark Wagner Fri, 14 Oct 2005 16:47:57 +0000 http://mnteractive.com/?p=572#comment-1007 "Shampoozled" comes to mind for me... I have to add a different perspective...the fact that we're sitting here talking about these types of campaigns proves some level of success in the eyes of certain advertising strategists. I would have to say that our curious nature and specific bias in the fields we occupy somewhat slants the perspective of how these messages are interpreted by us, regardless of the actual effect they may or may not have on the target audience. Thoughts? “Shampoozled” comes to mind for me…

I have to add a different perspective…the fact that we’re sitting here talking about these types of campaigns proves some level of success in the eyes of certain advertising strategists. I would have to say that our curious nature and specific bias in the fields we occupy somewhat slants the perspective of how these messages are interpreted by us, regardless of the actual effect they may or may not have on the target audience. Thoughts?

]]> By: jessie http://mnteractive.com/archive/immune-to-brand-less-brand-building/comment-page-1#comment-989 jessie Fri, 14 Oct 2005 03:32:24 +0000 http://mnteractive.com/?p=572#comment-989 As someone with a background in theater, advertising, and design, I know all too well the dangers of leaving things open to interpretation. By making your meaning opaque, people will either insert their own meaning or be so frustrated that they put aside trying to interpret yours. It just seems like the kind of bad thinking that advertising often finds itself trapped in because of the desire to do something "different" and "edgy". As someone with a background in theater, advertising, and design, I know all too well the dangers of leaving things open to interpretation. By making your meaning opaque, people will either insert their own meaning or be so frustrated that they put aside trying to interpret yours. It just seems like the kind of bad thinking that advertising often finds itself trapped in because of the desire to do something “different” and “edgy”.

]]> By: Darrel http://mnteractive.com/archive/immune-to-brand-less-brand-building/comment-page-1#comment-963 Darrel Wed, 12 Oct 2005 14:54:02 +0000 http://mnteractive.com/?p=572#comment-963 I saw the blimp the other night. Beyond that fact that it is a blimp, which is unusual around here, the campaign is meaningless. One of those things where they're trying to build hype for something that is so infinitesimally meaningless. Plus, the use of the blimp just reks of desparation to me. We have no message so we need gigantic gimmick. I saw the blimp the other night. Beyond that fact that it is a blimp, which is unusual around here, the campaign is meaningless. One of those things where they’re trying to build hype for something that is so infinitesimally meaningless.

Plus, the use of the blimp just reks of desparation to me. We have no message so we need gigantic gimmick.

]]> By: Jason http://mnteractive.com/archive/immune-to-brand-less-brand-building/comment-page-1#comment-959 Jason Wed, 12 Oct 2005 12:13:47 +0000 http://mnteractive.com/?p=572#comment-959 I agree. I think the time for teaser advertising is long gone. With the short attention span of the average American consumer, and the immediate gratification most are looking for, I don't think this is very effective. That being said, the fact that we are talking about it here, and the fact that is has been mentioned on more than one local media outlet, means that teaser advertising may still be a decent way to generate buzz. However, if the 'big secret' leads to <i>anticipointment</i> (as it undoubtedly will), then why bother. I agree. I think the time for teaser advertising is long gone. With the short attention span of the average American consumer, and the immediate gratification most are looking for, I don’t think this is very effective.

That being said, the fact that we are talking about it here, and the fact that is has been mentioned on more than one local media outlet, means that teaser advertising may still be a decent way to generate buzz. However, if the ‘big secret’ leads to anticipointment (as it undoubtedly will), then why bother.

]]> By: cool http://mnteractive.com/archive/immune-to-brand-less-brand-building/comment-page-1#comment-949 cool Wed, 12 Oct 2005 04:14:12 +0000 http://mnteractive.com/?p=572#comment-949 I heard about and saw both campaigns, numerous folks are talking about them around town, including you. Buzzyworthy? I'd say so. Return on investment? TBD. I heard about and saw both campaigns, numerous folks are talking about them around town, including you.

Buzzyworthy? I’d say so.

Return on investment? TBD.

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