Ok, no one really says that … with considerable evidence to the contrary. In our video production practice, we see how some companies have very low standards in terms of public perception. It’s as if they don’t know how important managing their image and branding is, or else they just don’t care. All too often we sense an “it’ll do” kind of mindset from corporate marketers. No Bueno.
Last week, my friend George Lacy and I got together for lunch (www.lacydesign.com) and we had the most interesting conversation about marketing. The gist of it is that Apple is perceived worldwide as the most cutting edge, highly creative hardware and software designer ever. The reason we think this is because Apple told us this - through skillful marketing. Why, George asks, don’t more companies try to copy that? It was his opinion that companies say they want to be innovative and creative, but when it comes right down to it, the majority are too apprehensive to initiate that kind of change. Companies who overcome this fear however, are rewarded with huge market shares and greater acceptance. I agree with George’s theory.
What is your perception of these companies who invested heavily in marketing?
Starbucks
Harley Davidson
Home Depot
Facebook
Google
So it comes down to this: Whoever steps out of their comfort zone and pairs a great product with an equally innovative campaign – wins.
Video of course, plays a significant role in defining image. It is a wonderfully powerful, image creating tool that can be used in multiple marketing channels (broadcast ads, YouTube videos, company website videos, and social media) IF created by people who know what they are doing. If not, it can do terrible damage. Hire a professional video production company to help market your image!!!!
David and Kathryn Seay are professional video producers in the Dallas Fort Worth area
