The Rogue Marketer

Advertising and marketing is filled with smart people. The assumption is that they are doing smart things.  Maybe I am not smart enough to understand what is going on with these campaigns and products.

1. Android Friends Forever: be together, not the same

Cute, amusing, well produced.  I have no idea what it means. 

2.Acura: Drive Like the Boss

I do not get why she is driving like a boss. Is she a jerk making her employees wait? Maybe.  Smart? Maybe not.

3. Freewheel: The mobile phone that isn't completely mobile

Great campaign.  Strong brand identity. Clear communication. So what could be the problem?

A mobile phone that works on WIFI only. Hmm, so it is kinda mobile. Why not just get a cheap mobile phone?

End of rant.

Up next: brands that continue to confuse and confound (Target with multiple savings apps to ensure that the consumer is confused as possible when entering the store, American Express with fee based and free cards with similar benefits, the list goes on and on.)

It was nice to see some strong branding work from McDonald's (MCD), Always (PG) and Microsoft in the Super Bowl.  In the case of McDonald's and Microsoft (MSFT) my reaction was more of a "where have you been old friend," and oh "that is what you stand for."

In a world where consumers are bombarded by media, games, apps, experiences, work, family and other time demands, brand advertising is more critical than ever. It is the way we quickly understand if a brand is worthy of our time, attention and dollars.

No, you cannot substantiate it, but boy, you sure do know when a brand is lost and now found.

If you have been living under a cultural rock, here are the three commercials (the cure is a subscription to Entertainment Weekly and the Skimm).

Always #LikeAGirl

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McDonalds Pay With Lovin'

Microsoft What Can You Do?