Wednesday, May 30, 2012

Got a minute? Listen to ad guru Lee Clow on cultural branding

One of my favorite ad sites, ADWEEK, recently posted a short video in which Chiat/Day creative legend Lee Clow essentially supports one of the essential messages of "Build a Brand Like Trader Joe's".

In the video, Clow stakes out a broader piece of territory for ad agencies, as he says that brands are more than just the sum total of ad messages, and include every point of contact from packaging to store design to online interaction.

That's pretty standard stuff; ad agencies have to say that these days, because the share of budgets devoted to conventional media is falling, and unless they can consult on wider communications issues they'll have to lose revenue.

That said, I like the way Clow wraps up the minute. In his view, 'winning' looks like creating an identity that consumers "want to spend time with." That's it, in a nutshell, and it sums up Trader Joe's strategy.

No comments:

Post a Comment