AT&T Network Systems

You are currently browsing articles tagged AT&T Network Systems.

I did some advertising for AT&T Network Systems a number of years ago, introducing Systemax CAT 5 computer cable into Asia.  We converted some U.S. ads for local use having IDG Computerworld in-country offices translate them into local languages.  Having worked in B2B advertising for many years, with little success other than an occasional readership award and bingo card report I was thoroughly surprised when people across Thailand picked up their phones and ordered beaucoup feet of cable.  

It was like Sears Roebuck catalog time. The markets were so young.  Local companies needed cable, didn’t know where to get it, and we provided a location and phone number.

In the United States, the advertising market is so mature, so filled with messaging, it’s hard to find the pent-up demand. X, the LA punk band, sings “Now there are seven kinds of Coke, 500 kinds of cigarettes. This freedom of choice in the USA drives everybody crazy.”

Competition in the modern world is rampant. Advertising isn’t just about access anymore, it’s about creating awareness, then interest, trial, and preference. And as technology and service become more in vogue it’s about education. No wonder it’s hard to do advertising well.

That’s why brand strategy is so critical. It feeds and focuses the advertising beast.

Peace|

 

Tags: , , , , , , , , ,

Many years ago I learned a trick about advertising from Brendan Ryan, president of FCB/Leber Katz, in NYC. One day he asked the AT&T Network Systems account team to paper the walls with the current campaign. The headline for each as we “Are You Ready.” Network Systems sold the 5E switches to phone companies that powered American communications. So paper the walls we did.

Mr. Ryan walked around the plush conference room reading sub-heads, looking at visual and dashing through copy here and there. He pointed to campaign outliers and confirmed what he thought to be the idea. Neat trick. Neat way to level-set the idea.

Fast forward 25 years to an era when communications manifest across more channels than we ever perceived, some with control, many with none. If you were to paper the walls with the myriad comms we generate today, you’d have a messy, messy room. A walk around that room  would remind you why an “organizing principle for product, experience and messaging” is critical. Otherwise known as a brand strategy.

So me droogies, paper your walls with your internal and external comms and see what-ith you spew-ith into the consumer realm.

Peace.

 

Tags: , , , , , , ,