I have just discovered Rory Sutherland’s most excellent blog and have been devouring post after post like a ravenous escapee from Lost Island.
In one post, Rory talks about the difference between brands from the US and brands from France (particularly from the way that the brand promise is perceived. I love this quote:
I am much taken with an Andy Warhol quotation along the lines of “what I like about Coke is that the President of the United States can’t get a better Coke than the bum on the street.” Really great brands should be universal. (When you think about it, the huge explosion in the value of luxury goods brands is evidence of a social malaise).
The way that I found Rory is through a comment he left here. Rory is talking about the need to address your audience based on their need state not demographics. This is exactly the reason that a raft of consulting companies like McKinseys and Forrester are making rapid headway in the advertising/metrics space. As Alain Thys says over at MarketingProfs, by using technology and business logic, these consultants are going to revolutionise the way that creative and advertising agencies operate. And may, in fact, redetermine the role and prestige of agencies in the brand building stakes. Now that is a universal brand revolution!