I was watching the La Salle – Ateneo game this afternoon from a local bar in Makati and I couldn’t help but notice how the Samsung Mobile logo kept on appearing above the game timer. I don’t know about you, but whenever I see company brand names, I can’t help but feel desensitized. I don’t feel a connection with the brand. I don’t feel the need to buy “Samsung.” Now, say instead of the Samsung logo, they showed a photo of their new Ultra slim line of Samsung phones (the one that’s being promoted by Beyonce), wouldn’t that have a stronger impact to the audience?
Promote the product, not the company. I can think that the only exception to this would be “legacy brands” such as BMW, Rolex, and Coca Cola. But powerful companies are known first because of their products before they can become icons.
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