50 years ago, if a new product was introduced into the market, it was advertised through the newspapers, magazines, word of mouth and radio ads. Ad directors needed to be creative – really think through exactly what they were putting to paper, since it wasn’t cheap to run ads. They included all the details they could – people actually read the ads, curious to see the new specs and why they should be interested. These ads sold cars! I remember talking with my grandparents about old advertising – and how much they loved it. It was true – the companies put everything on the line, and their eggs in one basket. They needed these ads to work or they weren’t selling their products. They also remember the door to door salesmen – everything from the vacuum cleaner to steak knives, brought and demonstrated in home to show the public just how amazing the products really were. It was a different time for ads – and branding.

Now, we have TV, the web, social media and advertising has changed dramatically. While print advertising still exists, it has become less and less prevalent as traditional media slows. It is still necessary for branding, but print alone will not market your product. You now need to add in television, radio, social media and new technology. Of course, this is a double edged sword. While it does allow companies to diversify their marketing and  increase the touches to the customer, it can also allow for more branding problems and the need for a better strategy. You can’t just jump on twitter and be a success, just like facebook and blogging won’t save a bad business. True branding still requires the same thing it did 50 years ago – a good message, quality products and a strong brand.

Which brings me to today’s question: If you were to release a new product into the market today, how would you do it? Which tools would be the most important? The least important?

Share your thoughts!