I’ve been thinking about this for a while and honestly, I might be guilty (just a bit) of it too.
Lately, I’ve noticed something glaring: BRAND CAMPAIGNS - those feel-good, "make-you-proud-to-associate-with-the-brand" type of campaigns - have become almost extinct. What we’re seeing everywhere now are tactical pushes. Everything seems to be geared towards SALES, ROI in numbers, and the bottom line. It’s all about the here and now, with zero regard for building long-term brand or even brand love.
Remember when we had campaigns from the big boys - Safaricom, EABL, Equity; that didn’t just push a product? They made you FEEL something. They made you want to be a part of that brand’s story. Today? Not so much. Everything’s about the NUMBERS. We’ve traded emotional connections for quick wins and it’s showing.
BUT WHY? A few reasons come to mind. First off, GREAT MINDS in advertising are either out of the game or have pivoted to other things. MENTORSHIP is almost non-existent and talent is hard to come by - not because there’s no talent, but because the way we do things has changed. And not necessarily for the better….
Then there’s the issue of brand managers. Once upon a time, they’d FIGHT for a great idea. They’d secure the budget, back the agency’s creative vision, and treat the agency as a PARTNER. Today? Budgets are either minimal or not shared at all. There’s more PUSHBACK than collaboration and way too much DICTATION on what the brand should look like, forgetting that agencies base their proposals on actual CUSTOMER INSIGHTS. It’s almost like brand managers have become ad men and women and it’s causing confusion.
Let’s not ignore the economy. With tight things, it seems like a no-brainer to focus on tactical campaigns that drive immediate sales. But in doing so, we’re missing the bigger picture. Brand loyalty isn’t built on one-off sales but through consistent and meaningful engagement over time. But who’s thinking about that anymore?
I challenge you: go out, drive around, and try to spot a purely thematic campaign - one that’s all about BRAND - brand LOVE. I guarantee you’ll struggle to find one.
What’s your take? Are we killing the art of creating brand love?
