http://thebrandingblog.com/branding/borrowed-interest-ads-are-a-waste/ information and strongly-held opinions concerning branding and positioning Fri, 19 Feb 2010 21:19:51 +0000 http://wordpress.org/?v=2.9.2 hourly 1 http://thebrandingblog.com/branding/borrowed-interest-ads-are-a-waste/comment-page-1/#comment-9410 BNET Intercom » The Role of “Borrowed Interest” Advertising on BNET Tue, 03 Jul 2007 13:45:06 +0000 http://thebrandingblog.com/branding/borrowed-interest-ads-are-a-waste/#comment-9410 [...] The borrowed interest tactic may seem clever, but some marketing mavens thinks it’s a recipe for mediocrity. When every other company is “borrowing” from the same interest in a particular event, how can you expect to differentiate your firm? That’s the point Martin Jelsema makes on The Branding Blog: […] Borrowed interest just means there’s no real value in the product or service you offer, or at least the [advertising] agency people couldn’t find it, or were more concerned with a “creative” portfolio that might impress other ad people. But why on earth would the advertiser approve it? [...] [...] The borrowed interest tactic may seem clever, but some marketing mavens thinks it’s a recipe for mediocrity. When every other company is “borrowing” from the same interest in a particular event, how can you expect to differentiate your firm? That’s the point Martin Jelsema makes on The Branding Blog: […] Borrowed interest just means there’s no real value in the product or service you offer, or at least the [advertising] agency people couldn’t find it, or were more concerned with a “creative” portfolio that might impress other ad people. But why on earth would the advertiser approve it? [...]

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