Brand is Important, But What's on the Inside Matters Most
The external packaging is far less important to Internet pioneers than what is inside.
Jack Myers is a Media Ecologist and Chairman of Media Advisory Group, which advises more than 250 media advertising, marketing, entertainment and financial services companies who subscribe to the weekly Jack Myers Media Business Report. Jack founded the Women in Media Mentoring Initiative and the Newhouse Network to support and advance diversity in the careers of young people. He speaks internationally on the impact of emerging media technologies on guest society, culture and business. He is a Peabody Award winning and Academy Award Nominated documentary film producer and author of four books. His 1998 book, Reconnecting with Customers: Building Brands and Profits in the Relationship Age, is recognized as a leading edge digital primer that anticipated today’s dramatic digital transformation. Virtual Worlds: Rewiring Your Emotional Future, published in 2007, focuses on the growing influence of social networks on young people. Jack is a Board Member Emeritus of the Newhouse School of Communications at Syracuse University. he served on the Advisory Board for the Steinhardt School of Culture, Education and Human Development at NYU. His career has included management positions at CBS television and ABC radio and he co-founded the Syracuse New Times. Reading the subscriber-only weekly Jack Myers Media Business report is considered de rigeur for people in that industry.
How important is brand name recognition? It's extremely important to establish a link, a connection through whatever process, through social media, through marketing, through in store presence, but in the long term I think it's more important what's on the inside than what's on the outside of a product.
That automotive industry is a good example. It's more important the electronics, the tools, the resources, the connectivity that are going to be in automobiles than the external packaging of the automobile that shows to the world outside.
Internet pioneers or the hooked-up generation, today's college students, are much more interested in what is inside. They're much more interested in what is inside the human being. Because they've grown up on the internet a person's color, a person's gender, a person's beliefs, religious beliefs for example, are far less important than their beliefs as human beings, their attitudes toward human equality, their attitudes towards diversity, their attitudes toward giving back to the world, to their schools, to each other. So the branding, the external packaging is far less important to them than what is inside, whether that's another human being or a package of cereal and what the brand is and what the brand name is what the legacy of that product may be versus its health qualities. Its ingredients become more important or an automobile where the internal electronics and safety of a car is more important than what is showing to the outer world.
So it's really a great question when you think about what are the implications to a brand and the whole tradition of brand marketing and the importance of using advertising and media to build brand. I believe that it's going to be much more important to communicate the qualities of a brand than trying to build the emotional connection to a brand.
In their Own Words is recorded in Big Think's studio.
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