Aside from not being a very good branding message, there�s something wrong with the latest Microsoft campaign: It doesn’t fit in any accepted category. That’s OK if you’re bold enough and genius enough to know the basics and build upon them with innovative approaches.

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The commercials I admire consistently, as a class, are info-commercials. They are benefit oriented; demonstrate that benefit as well as other features and advantages; drive the point through repetition, provide incentives, guarantees and easy ordering, and then ask for the order – more than once.

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We encouraged clients to do corporate identity campaigns. It was good for them and for the agency – we got to place these ads in Fortune, Forbes and Business Week, so we got agency recognition as well as pretty large commissions.

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Another Super Bowl has come and gone. And like many a marketing and branding blogger, I have some observations about the commercials. First, there was too much “creativity” and not enough substance.

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IBM is again attempting to reach out to small businesses. Back in the mid-1960’s, they did it with creditible reference ads documenting small company experiences with unit record equipment.

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The presentation of branding elements in ads, signage, and all other materials needs to be consistent to gain maximum impact and to prevent any dilution of the brand.

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Branding is a strategic function. Advertising is tactical. Media reps and ad specialty salespeople may claim to help you “brand” your company or product, but they’re just selling ad impressions. Big difference!

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