The word “advertising” is a victim of political correctness. Too corporate. Too obvious. Too commercial (how ironic). Not cool in the eyes, ears and opinions of many. Take Starbucks, for example. Historically, apart from occasional promotions, they haven’t been big proponents of brand advertising. Yet, their stores and signage (seemingly on every corner) serve as contiguous global billboards — thus, well, advertising. I suspect if we were to estimate the value of those “billboards” as purchasable media, it would far exceed the outdoor advertising budget of a global brand like Coke. Clearly, advertising is all around us, even when it’s not labeled or recognized as such.
But my gut tells me the real issue is more personal. People are extremely reluctant to admit they’ve been swayed, nudged, influenced, or educated by advertising. Yet, in spite of its lack of popularity, good advertising still moves the needle, and remains spirited water-cooler fodder. Here’s a recent example.
Yes, I love advertising. No surprise there. Other than a recurring summer job at a plastics manufacturing company where I hand-glued foam gaskets onto swim goggles, it’s been my only career. On the surface, my passion for advertising may seem at odds with our Brandidextrous approach, but from my experience, advertising is the sticky, common thread that binds our services and strengthens the brands we help shape.
Traditional advertising includes TV, radio, print and outdoor. But advertising didn’t go the way of the dinosaur with the dawning of the digital age. And though it’s sometimes incognito, advertising remains both integral and ubiquitous.
I believe everything we create for our clients, in one manner or another is advertising.
A well-researched, smartly crafted brand strategy can set, or reset, a company on a successful path by clearly articulating a true and differentiated voice. The brand voice is the ultimate spokesperson for the brand. And a spokesperson is a synonym for pitchman, or pitchwoman. So at its heart, it’s advertising. And that’s a good thing. Because when the right brand voice rings true, audiences respond.
The digital world is filled (some might say, littered) with marketing, banner ads being the most obvious example. But, let’s be real here, every website you visit is an advertisement. When done right, it’s the most influential, interactive example of bringing a brand voice to life. Ours does. Our clients’ do. If you have one, it likely does, too. If it doesn’t, you’ve come to the right place.
It’s been said “you pay for advertising and you pray for PR.” But many stories online or in print result from contacts made, and information provided by companies like us. Though ultimately written by an objective, third party author, woven into the details, facts and figures that we provided to initiate the story are numerous Unique Selling Propositions (USP) that serve as unrecognized yet influential ads.
“Content” is now a vital part of both digital and social media’s evolving landscape. It connects with you in all kinds of ways. From blog posts, white papers, microsites and bylines, to videos, infographics, presentations and captivating images. Individually, they’re not thought of as advertising. But when each reaches its intended audience to convey specific brand attributes, the cumulative effect is a deeper, richer “ad campaign” that tells a more persuasive story.
Perhaps this paints a more relatable picture. The label on the back of your jeans, the brand on the front of your shirt, the logo on the side of your coffee cup, the emblem on the front and back of your car, the neighborhood you live in, even your significant other — they’re all ads, about who you are and how you sell yourself to others.
So, yes, advertising is embedded in everything we do at GreenRubino. Embracing that belief creates a cathartic sense of creative freedom. It triggers more collaborative, integrated and holistic answers to the challenges we solve every day. Or, in ad-speak, it allows us to create brandidextrously.
Then again, maybe it’s just the glue from all those foam gaskets talking.