Your advertising efforts will benefit.
I just read an article in Businessweek by Steve McKee about how to create better advertising and it brought me back to my college business courses - in a good way. It is amazing how easy it is to loose sight of the basics of business, and advertising is a great example. Below are a few paragraphs from the article:
"Conventional wisdom says the secret to great advertising is
developing a big idea for a campaign. In reality, the trick is
developing a campaign for a big idea.
Mere semantics? Not at all.
As a young company takes root and expands, it begins to establish
its brand. With each passing day, the things it does enhance (or detract
from) the value of that brand. Over time, that equation begins to work
in the opposite direction as well, and branding
can be used to enhance the meaning and value of the company. But
for this process to be effective, the business and the brand must remain
intertwined.
The world's best marketers understand that as
valuable as their products and services are, products and services come
and go. Brands, however, live on indefinitely. As a result, they invest
in and celebrate and protect their brands in every way they can,
wrapping them around big, everlasting ideas."
Not that effective branding is the easiest thing to do, but if you loose sight of that idea you won't be building a business that lasts. I enjoyed this article, and if you would like to enjoy is as well, you can do so here.
-Brianna