National Brand

Around the surprisingly excellent Superbowl we have the usual display of ads. It’s one of the features of the big event – and for some the main event. But what do these over-produced ads usually bring the advertisers who are spending $20M and more for a minute?

Most of them are here to “build the brand,” or improve the image of the company more than actually sell a product. Anyone who has been in marketing for any length of time will roll their eyes at the idea. It’s usually an excuse for the worst excesses of advertising, the small telenovelas which are really money pretty much down the drain. Targeted advertising, driven by “Big Data,” is what really sells products, after all.

Still, branding is an important exercise all around. People are willing to pay more for a product they feel good about – whether that is corporate responsibility, perception of quality, or a connection to a greater good. And brands are more than corporations sometimes – the value of a brand can also come in a tag that says “Made in USA” or any other nation.

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