Some brands are brought up on a particular style of communication. Type face, Pantone color, size and brand position are all highly regulated across a specific set of formats. Inked in so-called brand charters, these brands insist on a rigidly defined set of guidelines. For some brands, meanwhile, the effect of the multiple digital channels has put the head office teams on a continuous back foot, struggling to keep up with the evolving formats.
Trust me not
When it comes to “old-fashioned marketing” in magazines — aside from a rather strict way of signing the brand — many marketing teams seem to be rutted in a singular layout, that has been passed down from marketing manager to marketing manager. Where such a style and content might have worked — despite the (internal) rolling of the eyes — in the past, it now seems that the time for pulling wool over the customers’ eyes is hopelessly passé. It’s a case of what I would call: “trust me not” marketing. (more…)