We are still living with the vestiges of an old brand paradigm. It’s the old tell and sell way of thinking. I’m most often (painfully) reminded of it as I’m watching the same inane truck commercial throughout my favorite NFL game of the week. The old approach believed you should pack 30 seconds full of features and then launch a media buy that pummels viewers.
Even when I have been looking for a vehicle, I find myself wishing that the onslaught of the same commercial at what seems to be at every commercial break would just stop.
It just feels so interruptive (and that’s coming from someone who is a prospective buyer.)
It’s not just the old media. Digital ads, email, texts, and more can be equally as irritating. It doesn’t mean that these channels aren’t valuable. It comes down to how we choose to use them.
We are intruders in their space
For our brands to become exceptional, we need to accept that we are often (if not always) uninvited guests in our prospects’ world. This applies to even the most loved brands. If our prospects had their druthers, they would rather there be no commercials. That’s why you’ll find them increasingly camped over on Netflix, Amazon Prime, and the such.
