We hope that they are reading the views and opinions of other advertisers which are included in our article just published by the ANA. You can find it at the ANA’s online publication, TheAdvertiserMagazine.com.
Increasing numbers of marketers are ready to move beyond the traditional brand positioning model. They recognize that it doesn’t work for them any longer. They are gravitating toward compelling narratives with strong metaphors as a better method for branding.
This sea-change in branding is being led by CMOs. Agencies, in general, are lagging behind clients in this instance. You need only look at the websites of the major agencies to see the prevalence of “brand positioning” — in its many flavors — to recognize gap between what clients actually desire and what agencies think clients desire.
By the way, in this context ANA refers to the Association of National Advertisers.
The confusions caused by abbreviations of associations are quite common. Imagine you are working in pharmaceutical marketing. The AMA could refer to: The American Medical Association or The American Marketing Association or even The American Management Association. One could write an entire doctoral thesis around the need for humans to turn everything into an acronym or acrostic.
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