Having dinner last night I was in the company of various entrepreneurs on one of those super exclusive private members clubs (as a guest i might add) One of the members just happened to be the chairman of one of the largest retail companies in the UK, his advice to the room of avidlisteners was as follows...
"Agencies might tell you different, but believe me, just get your message to the highest volume of people, TV does that"
Now this worked wonders for Original Source with limited budget and a key message; but surely it's not right to treat all communication that way.
It just demonstrates that there is still a need to educate brand managers and alike that brands are built based on the perception of consumers regarding the values, activities, products and indeed everything companies do. So if you want a brand spend the time becoming a part of the consumers journey, as a companion on that journey. That way you don't fall into being just another ignored one off campaign.
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