After a great Super Bowl game, let’s return to the world of marketing and advertising to think about the second most important thing after the game: the ads.
In most instances, I feel like advertising is only a tool to support a brand after you have established it.
But the narrative that somehow Super Bowl ad spending will shift the conversation around a brand or product still holds.
Unfortunately, this year is another example that the ad spending on the Super Bowl is expensive and typically nonproductive.
I am not going to spend any time going through a blow by blow of the Super Bowl ads, but what I am going to do is point out that there was only one brand that cut through the noise around the game: Tide.
And they may have spent $20 million to do so, but how many other organizations spent over $5M to achieve the same thing to no avail.
This occurs year after year because we have gotten the order of operations out of whack.
You build your brand by building a great product and getting publicity for it.
You support that brand by using advertising to maintain it.
Good game Eagles!
Ad spend, not so much.