Commentary

Programmatic Branding 101: 'What Is Branding?'

by Joe Mandese @mp_joemandese, March 23, 2015

Programmatic Insider Summit “Branding” panel moderator Chris Wexler kicked the opening panel off on a pretty fundamental note.

“What is branding,” the Senior Vice President-Director of Media and Consumer Engagement at Cramer-Krasselt asked the panel of agency and brand marketers.

“I think it’s exposing yourselves to the right audiences and kind of building brand preferences and awareness,” Nick Fairbairn, Senior Director of Marketing, Advertising & Media, FTD Companies (ProFlowers, Shari’s Berries & FTD), responded. In other words, it’s a lot like TV.

“You try and find the audiences that are more targeted,” he said, adding that the big difference with programmatic, is that “you can kind of cut that stuff out and go right to the consumer.”

To Lenovo’s Gary Milner, the summit’s opening keynoter who also participated in the branding panel discussion, it is “creating that emotive response.”

He said programmatic media-buying can play a role in creating “deep-rooted emotion to a brand at the right cost,” but you need the data and metrics to measure it.

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1 comment about "Programmatic Branding 101: 'What Is Branding?'".

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SC Roddy from WP Carey , March 24, 2015 at 2:55 a.m.
I think the topic of branding is quite interesting. Americans seem to value brand over quality, at least in my opinion from experience with high school and college age citizens. Establishing a quality brand can be somewhat subjective. That isn't to say that the popular brands are not of high quality, rather that there are many brands of superior quality not recognized with the same sense of mainstream appeal.
What goes into perception of consumers? Is that not the million dollar question? Once you are into the consumers mind you are on your way to success. The challenge for advertisers is creating a brand that stands for all of the right principles. It's the company's job to create a superior product. The challenge for the marketer is to ensure that product receives it deserved recognition.
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