Matthew Fenton

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Six Important Questions for This Year’s Super Bowl Advertisers

February 4, 2018 by Matthew Fenton

Quick show of hands: Do you have a marketing budget of five million dollars?

And if you did, how would you feel about spending it in 30 seconds?  Because that’s exactly what last night’s Super Bowl advertisers did.  Repeatedly.

That’s nearly $167,000 per second – more than most Americans earn in an entire year.

So I trust you’ll forgive me if I approach the Super Bowl ads, and the surrounding fanfare, with a healthy degree of scrutiny.  I’m a brand guy – always have been – but I also know this:  If it doesn’t sell, it’s bad branding.

And, based on history, most of last night’s ads did not sell. [Read more…]

Filed Under: Brand Communications, Brand Management, Brand Positioning, Brand Strategy Tagged With: AdMeter, Amazon, Budweiser, Coke, Dodge Ram, Doritos, Febreze, Hyundai, Kia, Kraft, Lexus, M&Ms, Michelob Ultra, Mtn Dew, Pringles, Puppy Bowl, Skittles, Squarespace, Super Bowl, Super Bowl ads, T-Mobile, Toyota, Verizon, WeatherTech, Wendy's, Wix

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