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The Challenges of Branding in a TiVo World

by Andy

A recent New York Times article summarizes the efforts of Proctor & Gamble, American Eagle, and other leading consumer companies to promote their brands via the development of entertainment programming targeted at consumers that incorporates their brand. They are accomplishing this by producing their own entertainment content that is being distributed through the internet, as well as other, less conventional media. The article brings up the very retro idea that commercial television was not always about the 30-second spot.

"The initiative follows that of other marketers and retailers who have found that, especially among their younger customers, sometimes the best way to advertise is to, well, not advertise."

While product placement is just one aspect of this new wave of advertising, the content being created is much more about linking product and lifestyle. The arrangement hammered out between MTV and American Eagle not only compensates MTV for the commercial time used to distribute its content during its regular programming, but also includes the re-broadcast of MTV programming in American Eagle stores. This sort of relationship reinforces both brands.

The lesson to be taken from these consumer companies' efforts: as the attention spans of consumers shift, asset managers will need to seek new channels and innovative media to successfully convey their brands to advisors and consumers alike. While serialized online content might not be the vehicle for our industry, it is important to understand the innovative ways in which brand is being communicated. As the dichotomy between entertainment content and commercial advertising blurs, brand communication should remain a topic to be revisited.