Protecting the brand

Coffee Time with Bruno, Chris and Tim

Episode 04

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Chris:

Like you take brand A and you tell them you are going to have this risque content. Not cheesy but risque content but it's going to perform really, really, really well. It will be the best performing from return outspend you've ever seen, the best converting creative you've ever done but it's risque. 

I would imagine that most brands are not going to be willing to do it because of the risk to the brand. It doesn't matter if it's going to perform without one creative and so that it's not that extreme but I imagine that's actually what the reservation is. It's like, yeah, might perform but are other people going to see this and go, well, that detracts from my brand.

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Tim:

Yeah, I think but I think that's like the brand element is almost short-term performance versus long-term performance. 

So yes, you might have very good performance on your campaigns in the short run, but customers are going to start looking at your brand more negatively and that's going to retract things over time. 

Brand teams exist for a reason, right? Brand protection exists for a reason.

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