Marketing in Action

I do a lot of moaning about adverts that I don't like. I guess it is easier to destroy than to create, so perhaps it is about time I congratulated someone. My choice is a company who have had great adverts for as long as I can remember –Volkswagen. 

I have no issue with Americans using different words for things than us. I do not even get riled when they spell "colour" without a "u" or "through" without ...well... most of the letters. I do, however, mind when advertisers start to use American English for no apparent reason in British adverts.

Something has been bugging me for the past year, but I'm not entirely sure why. Perhaps it is time that I either let it go or examined the reasons for my irritation. I speak of that alcoholic phenomenon of 2006 – Magners “On Ice.”

Every so often an advert comes along that is so in your face that it is plain irritating. There have been a few examples over the years, and they usually do not work.

If you are going to build a brand, then you had better protect it. Sounds obvious – but what does that mean? What does “protecting” a brand mean and what happens if you don’t? Let us take an example close to my own heart – and waistline – beer.