BrandDigital | BrandSimple: The Blog

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Like many marketing people of a certain age, in the early days of my career I occasionally ran into some authentic “mad men.” For those of us who had this opportunity, it makes watching the AMC series of the same name all the more enjoyable. The producers and writers of “Mad Men” have captured all the nuances of the ad game back in the days when smoking, drinking, and political incorrectness were as common in the agency world as thin-lapelled suits, skinny ties, and IBM Selectric typewriters. And it’s this very authenticity that makes the “Mad Men” brand so compelling.

From my professional branding POV, I can tell you that authenticity is one of the benchmarks of brand success. From the inside out, the voice, the look and the texture of the most powerful brands never veer away from their original promise or intended meaning. As the third season of this award-winning show begins, viewers will expect more of the same period clothes, furniture, cocktails, and misogynist behavior and, if the folks in charge of “Mad Men” want to continue their TV-brand success story, they’ll deliver the goods.

While the rules of creating powerful brands have not changed over the last several decades, many other things associated with the industry have. The dress code, certainly. Thankfully, the political incorrectness. And, of course, the technology. It was with tongues in cheek that a group of colleagues and I decided to see what “Mad Men” would feel like if it was fast-forwarded to this blogging, tweeting, Facebooking digital world of marketing. The incongruity between the words and the characters is quite humorous but, then again, it’s meant to be. What still holds, however, is the authenticity of how good ad campaigns get built. Do away with the boozing and adultery and there may be hope for Sterling Cooper, yet. But this wouldn’t be authentic, would it? Take a look.

Do you know the best way to get white lime deposits off a stone wall? Fill in the ever-widening hole around a pipe leading to the air conditioning unit? Get mice from settling permanently into your garage? I do. Well, actually, the folks at my local Ace Hardware store in rural New York do. I’ve become a regular Saturday morning customer and I have yet to stump them with my questions. They’re always happy to answer and, better yet, patiently explain to this city slicker how to go about personally administering whatever new house and garden ailments arise.

I bring this up, not because I want to brag about my knowledge of muric acid as a stone wall cleaner, but because as a surveyor and conveyor of all things brands, it’s become increasingly clear that in this digital marketplace it’s often the personal touch that can differentiate a brand from its competition. That’s right, human interaction. In a recent article in Forbes Online, I write more about the companies like Ace that get this point, and those trying to achieve the right balance between real and virtual branding. Take a read. And in the meantime, if you have a problem with mice in your garage, take a ride to your local Ace Hardware store. They’ll know what to do.

photo courtesy of OldOnliner via Flickr