You have to bend your brand communications to suit the Internet if you want to win on it.
So all your communications, including online, should fire on all cylinders on all media, ideally.
The ad industry calls this “integration”.
As if “integration” was a process that applied equally to all ideas.
Integration is what happens when elements effortlessly cohere.
Integration only occurs if your idea has sufficient energy and power to seep effortlessly down every pipe and channel under its own steam.
Think of your favorite idea.
It worked everywhere, didn’t it?
My old ad legend boss used to say that great ideas go everywhere and lousy ideas go nowhere. He was right then and is right now.
Back when TV advertising ruled the world, this bend-brand-to-suit-medium thing manifested itself by creating TV ads that people might conceivably actually WANT to watch.
That’s what worked on TV.
We all could conceivably watch TV to be culturally enriched by watching ballet and opera. But that never panned out did it.
People watch TV to be mildly entertained. That’s what works for the medium
Being entertaining utilizes only one facet of what makes the Internet great.
But that doesn’t mean ithat being mildly entertaining/mildly useful won’t be advertising’s path of least resistance on the internet too.
Because the Internet represents all of humanity humming along in harmony, brand tone kind of goes out the window.
You don’t get to interrupt the Internet on YOUR terms and project your ideal image your way onto a waiting public.
A brand is lucky, and should be grateful, if it registers even as a blip on the Internet.
The brand must adapt to the tone of the medium and dive in and throw caution to the wind.
Or become a conservative brand clinging to the outmoded notion of brand image with merely one toe in the digital ocean.
And one foot in the grave.
Now this is NOT intended as a rant for doing digital advertising in 2011.
That would be very 2004 of me. And that was years ago.
What I mean is that you have factor the internet into all YOUR thinking ALL the time. Not the only thing. It should be just another factor.
So when you’re writing a TV ad, the internet is right there IN YOUR THINKING.
In your consciousness. Effortlessly.
It can’t be an effort anymore.
And while you might think this would be a very obvious, almost-to-the-point-of -being-insulting thing to say on an ad blog in 2011, I see precious little evidence of this principle in action in advertising.
IT’S THE FUTUUUUUURE!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!