Please login to the form below

Not currently logged in
Email:
Password:

Jon Linscott: If I could change one thing...

The Managing Director of PAN Advertising explains what he would improve within the industry
if I could change one thing

I am a great advocate of using latest technological advances to communicate messages where appropriate – when this is published I'll be tweeting and blogging to connect with those who go online ahead of reading the printed version of PME.

And what I'll be saying is this: while new digital advances are exciting and engaging let's not forget to explore our brand potential before leaping on the technological bandwagon.

It is essential that brand teams have the insight to know why their product should be used ahead of anybody else's, and can identify their points of differentiation, their true benefit to the purchaser and, if different, the final recipient.

An efficient brand audit pays dividends when it comes to keeping the brand's marketing on track so that it marries with what the target customer is looking for. To be truly effective, all the key internal stakeholders need to contribute towards and `buy in' to the brand messaging.  Agreed brand values then need to be shared with any independent consultancies involved in the promotion of the brand.

While integration, engagement and digital have been exciting additions to the marketer's lexicon we must not forget the language of our customers - which is value, choice and patient-centred.

Knowing the brand and its market well and sharing all available information about both can make the difference between an average promotional campaign and an excellent one. Insight-driven creativity can have the biggest impact on your target audience, whether that be through digital or traditional channels or both. 

Follow me on twitter @PANAdvertising  go to the PAN website (www.pancomms.com) to read our blog, email me at jon.linscott@pancomms.com or simply call us on +44(0)20 8948 2020 to find out more about how we can help you maximise your brand potential.

Jon Linscott, PAN
The Author
Jon Linscott
is Managing Director of PAN Advertising part of the Indigenus Network

30th October 2012

From: Marketing

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Waggener Edstrom

Waggener Edstrom’s global and European healthcare hub is based in London, and works with experienced teams across the globe; teams...

Latest intelligence

Salary survey now open - how will you measure up?
Take part for a chance to win a Kindle Fire HD tablet...
Online Physician Communities
M3 and partners win Digital Sales Aid Award
Wins for campaign to overcome limited doctor engagement with pharma-owned websites...
UK Customer Experience Awards 2014 Highlights
Stephanie Hall, Managing Director at Uptake Strategies, attended this year’s cross-industry UK Customer Experience Awards as a member of the judging panel for Business Transformation....