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Our point of view

A Whitty Worldwide product launch for Marvell Technology at The W Hotel in Hollywood

Fame is the fundamental value

that strong brands own.

Fame. A four letter word, easy to talk about - easy, even, to identify. And yet fame is anything but simple, and making a brand famous is very hard to do. Perhaps that's the reason why so many modern marketers appear to dismiss fame as being frivolous and a bit too much like show business.

Nowadays, marketing has been reduced to short-term tactics and comms 'experts' who prefer to obsess over 'brand essences', mar-tech data, and false dichotomies like 'brand vs performance' and 'digital vs traditional'.

 

As a result, meaningful differentiation and distinctiveness have never been less evident in actual marketing practice, and human interaction and decision making have been reduced to the status of laboratory rat-hood. The end result is intrusive, dreary, self-centered advertising 'content' of quite stunning emptiness and a shit ton of digital landfill.

"Most ads are a total waste of money because people ignore them or they don’t remember who it was behind the ad."

Mark Ritson, Marketing Week

That is why I believe the creation of fame is a topic that deserves the serious and urgent attention of every self-respecting marketing professional.  

 

Not convinced? Well, thankfully, research has at last come to my aid.

A rigorous study of the most comprehensive library of provenly effective marketing has managed to plot the difference in effectiveness between campaigns that were poorly differentiated in their branding, and indistinctive in their communication, and the memorable work that built salience and positive affect - otherwise known as fame and popularity.

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Now you're probably thinking that this is all very well for marketing consumer goods, but, does it apply to B2B, where decisions are surely dispassionate and unswayed by the glamour of a famous name?

 

Yes. There is no such thing as a purely rational decision, in business or anywhere else. We all want to feel safe; we all want to feel excited; we all want to feel we have what others will admire. The famous brand is more likely to deliver all these emotional benefits, and so, when other things are equal - or imponderable - it will be more likely to win the contract. 

"The most important search engine is still the one in somebody’s head."

Jeremy Bullmore

That's where Whitty Worldwide stands. 

If you're of like mind, we'd obviously be very happy to talk to you.

 

We are always on the lookout for great collaborators - clients who are passionate about their products and customers, and talented creative people who are looking to do their best work.

Mark Whitty