Magazine article Marketing

Editor's Comment: A Priceless Commodity

Magazine article Marketing

Editor's Comment: A Priceless Commodity

Article excerpt

What's your favourite property? We're not talking Grand Designs or Phil and Kirstie, but brands.

No matter how far you go back, there have been brand properties - animals (remember the Post Office ants?), characters (the Man from Del Monte) and phrases ('It's good to talk'). Some are history and, in contrast to the Dulux dog, unlikely to be brought back from the marketing grave.

Valuable properties are tricky. One minute they have given you cut-through, next they have established themselves in the hearts of the great British public. Before you know it, your property becomes a marketing millstone, obscuring your messaging and thwarting innovation.

Management of a brand property is another of marketing's dark arts, part of which has to be recognising that you have a valuable property in the first place.

When it broke, MasterCard's 'Priceless' campaign seemed a winner. Clever and differentiated, it was imbued with a warmth and humility that won over consumers; the 'Priceless' construct quickly became part of the language. …

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