The Cycle of Advertising

Advertising is means to sell a product. Placing clever creative ad, in front of the right people, at the right time and hoping they will make a decision to purchase something that they would otherwise not. Advertising has become so prevalent in our North American culture, that the product experience really starts with the first advertising experience, this is the start of the cycle. Customers, start to enjoy the product before they even buy it, the idea of owning it and buying it can incite excitement. Many customers are on a commercialized journey to build their own, personal brand through a series of consumer brand relationships that start with the latest clever ad.

While customers might obtain the short term excitement and personal status associated with the purchasing of a product, the actual performance of the product is often quite poor leaving customers at a disconnect between their expectations created by advertising’s promise and the reality of their purchase.

While customers might obtain the short term excitement and personal status associated with the purchasing of a product, the actual performance of the product is often quite poor leaving customers at a disconnect between their expectations created by advertising’s promise and the reality of their purchase. This disconnect results in lack of fulfillment, distrust and a deflated ego… and the cycle resets.

Jerry Seinfeld vs The Clios

Jerry Seinfeld’s recent acceptance speech of reinforces this sentiment, while making a mockery of advertising’s most celebrated award ceremonies.

Breaking the Cycle

Reminders like this video reinforce my decision not to work in advertising and our clients decision not to work with advertisers. I’m honoured and overjoyed to work with a handful of enlightened folks who are more interested in being a better business, making the best products, or delivering the best services. At Cult, our clients are on our a journey to become remarkable brands, with a noble reason for existing. They’re interested in creating an unparalleled culture inside and outside of their organizations. We work with customers to shape products and services so that they can play a meaningful role in their lives.

Most importantly, these courageous brand leaders reject the cycle of advertising, and invest their time, energy and budgets in doing something greater.

Most importantly, these courageous brand leaders reject the cycle of advertising, and invest their time, energy and budgets in doing something greater. Their customers are not on a cyclical journey to elevate their personal status through brand association. They’re changing the world by voting with each of their hard earned dollars for companies and brands they believe in and enhance their lives. They’re not buying products or services, they’re buying into a different way of life, one they get a say in.

Brand Leaders doing great things:

Learn more about the amazing things that brand leaders are doing outside of same, short term fulfillment tactics that advertising celebrates.

Join me at The Gathering 2015 to learn how Cult brands are reshaping customer experiences, and resetting brand and business expectations.