EDITORIAL: Branding offers an edge to those that wish to get ahead

This week Marketing introduces its first 'Branding' page - a

dedicated weekly space that will break key news stories on major brand

developments.



It's tempting to say that our increased coverage marks a significant

leap in the sector's evolution - and it's certainly possible to point to

the many design and creative agencies that are currently shifting their

offering from the practical to the strategic.



That shift is little more than an effect, and a recognition that

consultancy offers far greater margins. The cause - and the thinking

behind the page - is that client marketers looking to achieve

competitive advantage increasingly find that the answer lies within

branding territory.



It is here, rather than within advertising, sales promotion or media,

that the key elements of customer need, positioning, differentiation and

speed to market now converge. That hasn't happened this week, or this

month, but over a relatively short period branding has displaced

advertising and media as the crucial communications discipline.



It's not to say that advertising and media agencies can't deliver those

brand solutions. The jostling for 'ownership' of this territory has been

under way for some time, and many design firms have yet to learn that

changing your business stationery to read 'brand consultancy' does not

automatically make you the equal of agency partners that have offered

their clients decades of uninterrupted brand advice.



Yet all the evidence is there to prove that the most interesting

marketing stories around are originating with work done for clients by

the leading brand consultants. Walkers Snacks' latest launch, our lead

story on 'Branding' (page 13), illustrates the point well.



The strength of Walkers' upmarket crisps range 'Sensations' lies in the

work done by Landor to position the brand through naming, design and

packaging.



Alongside Walkers' proprietary technology for manufacture of the crisps,

the Landor work will give Walkers a boost in the sub-sector and keep

rivals at bay for as long as is possible in this business.



Advertising through Abbott Mead Vickers BBDO, featuring Victoria Beckham

('Posh' crisps, you see), is ingenious, but in this instance plays a

crucial supporting role rather than a lead one.



'Branding' continues this magazine's tradition of identifying the most

dynamic and important sectors in the business and creating dedicated

pages to cover them. We look forward to giving Marketing readers the

edge by breaking the major stories on brand strategy, innovation,

identity, packaging and design.



'Branding' is edited by Suzy Bashford. E-mail suzy.bashford@haynet.com.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel