The Difference Between an Ad and a Campaign
Brand Packaging: By now everyone knows what Absolut Vodka is and the kind of products the company offers. Around the world, the brand is recognized as an innovative and enjoyable product. Through literally hundreds of advertisements that have run in hundreds of publications and media channels, the brand has built up a consistency that places it in the top 1% of brand awareness and recall among all leading brands. Because consumers have seen such a consistent look and feel in the context of the Absolut identity, the brand instantly communicates high-quality and high-touch feelings that are nearly impossible to calculate in terms of value.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.