Despite the downturn, will this be a vintage brand marketing year?
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As part of our partnership with Marketing magazine we ask senior members of The Marketing Society whether fewer resources will lead to inferior campaigns, or be the stimulus for greater invention and focus?
Yes
Alistair Macrow
Vice-president marketing, McDonald’s
I’m expecting big things from brand marketing in 2012. Tough times and tight budgets will subject campaigns to a ‘survival of the fittest’ test, with the ‘fittest’ being judged against three things.
First, quality. Brands will be looking for maximum value. Second, focus. When you can’t afford to do everything you’d like, the money has to be spent on the most powerful campaign. We’ll see more hard-hitting and creative campaigns. That’s exciting.
Lastly, necessity is the mother of invention. It’s easier to take risks when your back is against the wall. It might be an excuse for some ill-judged work, but it will also spawn some of the most inspirational output we’ve seen in a while.
Yes
Sara Bennison
Marketing communications director, UK RBB marketing, Barclays
Marketers must retain optimism that every year will be a vintage one; otherwise, what’s the point of coming back each January? If necessity is the mother of invention, 2012 will be the finest of vintage years for brands.
For what is a brand if not a profitable invention? Moreover, what could be more profitable inventions than the brands that will define 2012 – the Queen and the Olympics?
With the fresh thinking that squeezed resources demand, 2012 has to be the year where brands start to marry (rather than dally with) the possibilities of modern channels to the comfortable certainty of old favourites.
Yes
Simon Wallis
Sales and marketing director, Domino’s Pizza
Brands will have to sharpen their value proposition, but that does not mean they can do it in the absence of great brand marketing.
As a planner once said to me (I think he was being flippant): ‘Look, we’re not saving lives, we’re just making them better.’
Brands should take heed and demonstrate to customers how they’re doing exactly that during the downturn. I’m sure that can provide some inspiration for some vintage brand marketing.
Maybe
Mark Trinder
Sales director, ITV
With so many unknowns, brands face another challenging year in 2012. It is likely that several will disappear, especially in retail.
However, brand marketing can play a critical role in building consumer optimism and, ultimately, economic recovery.
An early Easter, the Queen’s Diamond Jubilee celebration, the Euro 2012 football tournament and the London Olympics will offer brands opportunities.
Comfort should also come from the great brand marketing delivered by the likes of Waitrose, John Lewis, Zara, Amazon and Apple. There is cause to view the glass as half full.
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Posted: January 12th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Alistair Macrow, barclays, brand marketing, domino's pizza, itv, mark trinder, McDonald's, sara bennison, simon wallis, the marketing society, The Marketing Society Forum | Leave a Comment »
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