This is a comment on the Commonwealth Bank's "American Advertising Agency" campaign:
Is CommBank a Victim ?
Is the Commonwealth Bank the victim of a long-running practical joke by its ad agency – but is too obtuse to see it ? We have here a bank that employs an agency, who always gets it wrong, doing poorly branded fluff ... about an agency who always gets it wrong .... but in the campaign, the marketing department aren't smart enough to sack the agency - just like what's happening in reality. This is life, imitating art, imitating life - at the Commonwealth Bank’s expense ! What a hilarious joke.
Reply to a post on a 'Brand Persuasion Wheel' BNet June 11 2010.
Brands - and advertising - do not work via persuasion ! Hardly any advertising even seeks to 'persuade' us. It is mostly about reminding consumers that the brand exists and linking it to needs or usage situations.
I think there is a disconnect here in the use of the word persuasion - it implies changing prevailing attitudes - which is different to simply making something appealing. In this brand persuasion wheel, we have "liking" which is certainly about making things appealing but is hardly a recognised aspect of persuasion. Same for expertise.
Interested BNet readers see "Brand Advertising as Creative Publicity" in the Journal of Advertising Research 2002, by Ehrenberg Kennedy and Bloom.
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