MARKETING THOUGHT-A-DAY: Video vampires

Friday, June 30, 2006

Video vampires

Hi,

You've got a new brand to launch. You need cut through. Someone suggests you use a celebrity to get some 'borrowed interest' behind your quest for attention.

WRONG!

Only well established brands should flirt with celebrity spokespersons. Why? Because the audience will remember the star, not the brand. The star 'vampires' the attention.

You pay them big bucks to promote themselves.

Using a star is a sign of laziness in any agency that recommends it. It says "Dear Client, your product is so boring we can't get excited about it, so we want you to pay a small fortune to add interest, cos we don't have any."

RULE #1: Make the brand the star!
--
Cheers!

Michael Kiely

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Marketer of the Decade (Again)

Michael Kiely is a Hall of Fame marketer. He made his name as a multi-award-winning creative director and copywriter. He forged a career in brand strategy. He innovates online campaigns - creating the Online Campaign of the Decade (pending) in the famous "Adopt A Sheep" program. His career client roster features Toyota, Lexus, Macquarie Bank, American Express, Fuji Xerox, Australia Post, and numerous other top echelon brands. He won 12 US Echo Awards, ADMA Awards, a Caples Award, and a Chicago Direct Marketing Association Award, plus several David Ogilvy Awards before he stopped entering awards. He has been a panel judge on numerous award systems in marketing. He has been a keynote speaker at many conferences around the world. His thoughts on marketing have been highly valued by marketing professionals and readers of Marketing Magazine for more than 20 years. He has time available for advice and projects and would welcome your enquiry.

WHAT THE EXPERTS SAY

“We value his advice." - Allan Moss, Managing Director, Macquarie Bank
"He has played a part of Toyota’s success in Australia for more than 20 years." - John Conomos, Executive Vice President, Toyota Motor Corporation Australia
"He is a genius." - Aranka Palmer, Director of Marketing, QBE Insurance
"Michael, you guided the School to a shared understanding of its brand at a critical point in its history. The success of the project was due to your energy, openness and enthusiasm for the task, your commitment to wide consultation, "the Kiely method", and your ability to get to the deep emotional significance of brand and the values that lie behind it. The applause from the management group after your presentation was a rare event indeed, testimony to the relevance and potency of the personality you "uncovered" for us. Thank You."- MALCOLM LONG, Director, Australian Film Television and Radio School
"He's one of the marketing minds of the century,"- SAM McCONNELL, Managing Editor, Niche Publishing.
"In a word Brilliant. Housed in one man is such a range of marketing experience and talent that making critical long term strategic decisions are done with full confidence and result in complete success. Michael Kiely brings clarity, solutions and direction to complex marketing problems and programs. He works well at all levels of the organisation and performs under press with a priceless sense of humour that gets co-operation from the most difficult of customers. And if you get to a point where you think he is suggesting something that is a little bit out there. Have faith. He has probably done it lots of times before and with more than satisfactory results.'- ARANKA PALMER, Head of Marketing & Communications, QBE Insurance Australia

MARKETING THOUGHT-A-DAY

Friday, June 30, 2006

Video vampires

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Marketer of the Decade (Again)

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