Make Marketing History

The views of a marketing deviant.

Monday, September 24, 2007

Art Or Craft?

In modern cinema, the names that have connoted prolonged quality are Disney, Hanna-Barbera, Aardman and Pixar. You see those names in the dark and you are fairly sure of what you're going to get.

The corporate logos of Warner Brothers, Paramount and MGM (despite the hopes of their management) don't offer the same assurance, while movie franchises usually provide diminishing returns and rarely extend beyond a threequel.

The reason is that these cartoons, rightly or wrongly, are perceived to be works of great craft and the product of single-minded artistic vision. If your product/service is imbued with a similar sense of craft and/or vision, how ever you achieve that, then it will be seen in a very different light.

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