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.
Earlier this week, WPP and Millward Brown released the annual “BrandZTM Top 100 Most Valuable Brands Ranking.” The news this year is that Apple jumped Google for the #1 spot; the top ten is rounded out by Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald’s and Marlboro. (The press release, with links to more information, can be found here.)