JAXPax
Senior
- Jun 18, 2005
- 309
- 0
It's been argued, quite well actually, that you use advertising to defend a brand.
Publicity, like that generated this past week with the unveiling, is more beneficial to building the brand. Honestly, how many people in Philadelphia are going to believe a US Airways ad saying "We're a changed airline!" ?? Not many. The media has a lot more credibility.
Advertising should reaffirm people's (positive) viewpoints on a company/brand. Creativity isn't a necessity (and most company's with the most creative award-winning ads of the last decade have gone down the tubes or are in the process of doing so). America West's "Get On Board" ads are great. They reaffirm why people fly America West, and have the credibility of others agreeing. The New US needs something like this. Telling consumers what's great about US.... not claims of an improved carrier.
Publicity, like that generated this past week with the unveiling, is more beneficial to building the brand. Honestly, how many people in Philadelphia are going to believe a US Airways ad saying "We're a changed airline!" ?? Not many. The media has a lot more credibility.
Advertising should reaffirm people's (positive) viewpoints on a company/brand. Creativity isn't a necessity (and most company's with the most creative award-winning ads of the last decade have gone down the tubes or are in the process of doing so). America West's "Get On Board" ads are great. They reaffirm why people fly America West, and have the credibility of others agreeing. The New US needs something like this. Telling consumers what's great about US.... not claims of an improved carrier.
