Advertising has only one objective: to achieve real business goals more effectively than would be achieved without it. These goals can be branding, sales, pricing power, or some other key performance indicators.
Brand is important. No question of that. A strong brand can make it enormously easier to sell. However, the notion that “branding” can create a great brand is a myth. Worse, it’s a myth that can cost you a lot of money, without getting much in return.
By “branding”, I mean the panoply of marketing activities like brand-focused advertising, packaging, marketing materials, logos, taglines, and so forth. In almost every case, money spent on these activities is money wasted.
Clients’ desire to pursue aggressive digital strategies spurs new structure
In late March, global integrated brand agency Digitas, part of Publicis Groupe, announced the debut of a dedicated b2b marketing practice. Dennis Reilly, previously senior VP-marketing for the agency, serves as director of Digitas Business, working with clients such as Aflac, ConocoPhillips and Comcast B2B.
Reilly joined the agency in 1995 and for more than a decade has helped clients pioneer b2b CRM programs, digital sales enablement tools and peer networks. BtoB recently spoke to Reilly about Digitas Business and the latest trends in b2b advertising and marketing. Learn more