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Functionality 2 V 0 Branding

March 30, 2009

Why do marketers love marketing communications more than their product and user experience? True, as somebody who spent nearly seven years in agencies – I love a good promotion me. Logo development, advertising, sponsorship. Fantastic. But – despite functionality now being the king of the marketing block, many I come across still care more about the image and the looks, and not so much about what is increasingly driving on-line and off-line consumer behaviour. Ever seen a Blackberry ad? I cannot recall one. I use it everyday but could not even tell you the logo. What it does have and what resonates is that it is solid, reliable, easy and very very rarely does it let me down. That’s the brand in my mind. The word association in my ladder for handhelds. How many milions do mobile companies spend on branding when it is quite clear NOBODY is loyal to any of your brands. Building a better product or making a better service is not quite as much fun as working with the agency. But in the digital world functionality (an F-word) is king.

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