The explosion of digital platforms is causing many marketers to rethink how they engage with consumers. But sometimes in their hurry to embrace the digital world, companies often lose their way and forget the basic principles of good marketing and branding.
Carefully crafted ideas -- and adherence to the ABCs of brand building -- must remain our lighthouse. As brand pioneers, we must explore the shoals of a new digital landscape. But let's not become stranded by algorithmic trendiness. Timeless can be new.
I have to hand it to Clorox. The company did get more people talking about drain cleaning with renewed vigor. Journalists are writing about drain cleaner. I imagine more people actually bought drain cleaner since the launch of the commercials.
A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.
At its core, the "Susan Glenn" Axe campaign is hardly presenting a new revelation or message in the wide world of advertising. However, the key difference is that "Susan Glenn" delves into the until-now-untapped psyche of the average teenager. And boy, is this powerful stuff.