Does Your Agency Have a Brand Commissary?
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I’m talking to brand managers, brand, stewards, consultants — anyone who is responsible for maximizing your company ad agency’s efforts on behalf of your brands. Don’t let your agency have an academic relationship with the product you are selling.
We all know the academic relationship. It revolves around sexy charts, research, case studies, infographics, word clouds, focus groups. The client says to the agency, “Make consumers understand the full, comprehensive robust experience of our brand and if the agency people get a chance to have that experience on their own time, that’d be kind of neat.”
The problem is that a consumer’s relationship with a product should not, cannot, be understood at such a distance. You can’t have your agency successfully selling consumers on the idea of sky diving if the creative team has experienced it themselves only on TV. Picture the agency developing concepts and saying, “It’s the most memorable, visceral experience you’ll ever have. Or at least it looks like it.” Not the strongest position for your brand’s biggest advocates to be in.
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