Media Hunter has a new sister. A sister weblog that is. I am proud to announce the birth of Sticky Branding, a dedicated brand advice and analysis site.

Here at Sticky Advertising we are passionate about strong branding. Not just brand and logo design, but carefully positioned, well-articulated brands. We believe in communicating the brand personality and crafting a powerful and memorable tagline.

Its all part of effective branding. And its all discussed in detail at Sticky Branding.

In fact, the site will even go so far as to explain a step by step process for creating effective brand communication.

So drop by and meet Media Hunter’s sister.

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But Don’t Get Sidetracked Into Third-Screen Thinking

We are on the verge of witnessing the birth of a new mass-communications medium. It’s the second new mass medium to appear in the last two decades.

The internet arrived in the 1990s, joining the other four mass media: 1) The book 2) The periodical 3) Radio 4) TV. Each new mass medium has created enormous upheavals in society.

   
* The book ignited the knowledge explosion.
   
* The periodical furthered the growth of democracy.
   
* Radio created a celebrity-oriented society.
   
* TV homogenized the culture.

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Just saw this on AdAge.com Fascinating insight into advertising’s relationship with social media by Ian Schafer:

Technology is a funny thing. It enables humans to be capable of so
much. It raises our potential to improve our lives and the lives of
those around us.

But so much of technology is hidden from plain view because
it doesn’t make money. Financial gain is arguably the most important
aspect of technological innovation, because without it, all but the
most altruistic of reasons cease to exist.

We are living in a time in which the media we consume are
undergoing the most rapid technological transformation since the advent
of TV. Back then, there was a lot for companies to gain by having a TV
in every home in America. It gave advertisers the ability to pitch
their wares to TV’s captive audience. And over the years, those
advertisers have shelled out billions upon billions of dollars
continuing to do so because it was perhaps the best-performing media,
but one that delivered a passive audience.

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For some time now I have been observing the advertising world move away from the effective use of slogans or taglines. It seems that, along with jingles, slogans have become "uncool" within an industry that prides itself on being "current" and "cutting edge". Perhaps it has something to do with our current generation of marketers not wanting to do what their predecessors did. Maybe slogans and jingles are considered "old-fashioned" marketing devices.

I couldn’t disagree more (a quick look at our agency show reel displays my appreciation for slogans and jingles). I think "cool" is to blame for the blandness of most campaigns today, and why few current campaigns will ever stack up against the legendary Australian campaigns of yesteryear such as "feel like a Tooheys", "Meadow Lea, you oughta be congratulated", "Woolworths, the fresh food people", "Its time" for Gough Whitlam’s election campaign and "C’mon Aussie C’mon" for World Series Cricket. Mo & Jo would be shaking their heads in disbelief.

I still believe that well-conceived slogans attached to a memorable device, such as a jingle, are extremely effective and should be part of every marketing campaign. Today I found an excellent article in AdAge (USA) extolling the virtues of the marketing slogan. It is wonderful advice:

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When most companies weigh up their marketing and advertising options they usually consider mainstream media (TV, radio, press), online advertising, direct response, outdoor etc. But their is an increasing school of thought that blogging is a relevant and powerful medium for both attracting business and communicating your brand message.

Earlier this year Sticky Advertising held a Hunter Media Showcase covering all the media options available to local advertisers. Our keynote speaker was Gavin Heaton who discussed social media and Web 2.0 as they relate to businesses. It is an area that Sticky has become very conversant in with 4 blog sites being administered by the agency and several clients beginning to explore blogging strategies as part of their marketing mix.

Gavin has just returned from New York City where he attended the Blogger Social and a social media round-table with Advertising Age. It is quite significant that an advertising bible such as AdAge is now publishing marketing blog rankings (such as the one on the top right of this site) and actively discussing blogging.

As a follow up, Gavin has just posted a fascinating piece on blogging for businesses which you really should read. In the meantime, here is the content of todays piece in AdAge magazine which was prompted by the round-table discussion:

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Newcastle advertising agency Sticky Advertising publishes a bi-monthly media and advertising analysis for clients and subscribers. The Sticky Report is packed with all the latest radio and television ratings results, news-press information and  online marketing advice.

Of particular interest are Sticky’s TV cost-effectiveness rankings. These reports provide advertisers with suggestions as to the best value TV programs for different demographics.

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Source: Adnews

Advertising revenue rose 11.5% to $13.2 billion in calendar year 2007, with all mediums posting increases, according to the Commercial Economic Advisory Service of Australia’s latest report.

The official CEASA report on advertising expenditure in main media revealed the following increases over 2006:

Metropolitan/national daily newspapers (including inserted magazines): up 4.3% to $2,341,519

Regional dailies: up 5.6% to $500,812,000

Regional non-dailies: up 14.7% to $432,391,000

Suburban newspapers: up 27.9% to $801,287,000

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