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« Must Read: The Empty Cradle | Main | The End of Network News »

September 17, 2004

On Brand Resonance

Brandmeister Scott Bedbury who turned Nike and Starbucks into worldwide brands, says “Brand resonance is the "greatest single change in the concept of 'brand' in years."

It’s interesting that Bedbury calls the idea the "greatest single change in the concept of 'brand' in years." Scott_bedbury_2

If one of the brightest minds in branding today thinks that, does that mean that marketers have been somnambulating – performing their tasks in a sleeplike condition for a long time?

An article in last Sunday’s Washington Post spoke to lack of brand resonance with viewer markets in network news. Written by a 26-year-old, it gave one explanation why so many young adults are leaving network television viewing: small mindedness in news content.

“The media’s obsession with getting the latest minutiae about John Kerry and the Swift Boat Veterans for Truth, or the latest gossipy tidbit about President Bush’s alleged past drug use is misplaced, (and is the kind of reporting) that is turning the younger generation away from the political media and its seemingly endless obsession with trivial allegations.”

The writer spoke of young people depending more on the Internet for meatier content than the networks offer.

So, while media complain about that young adults’ lack of interest in news, they might do better to gauge how much brand resonance they are achieving with young markets.


Next: The End of Network News

September 17, 2004 in Advertising, Branding, Marketing, Media |

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