trust

Brand Building: It's Not Just for Mad Men Anymore

Back when we would willingly sit through seven-and-a-half minutes of commercials to watch 22-and-a-half minutes of Bosom Buddies, corporations spent literally billions of dollars on advertising to convince us to trust their brands.

Brand-building was strictly the purview of corporate America because it was prohibitively expensive. In order to reach lil ol’ you, advertisers had to blast their messages repeatedly to one of the demographic groups you belonged to. Target demographics, as defined by Madison Avenue, were massive chunks of the US population awkwardly grouped in the tens of millions by a handful of characteristics like gender, age, income, race, and geography.

It took a lot of money to make an impression on such enormous clusters of society. But there was no alternative. You needed clear and compelling communication in order to effectively build your brand. Today the opposite is true. Literally. You need a clear and compelling brand in order to communicate effectively.