Terry O'Reilly Interview

For the latest issue of Canadian Gaming Magazine, I interviewed Terry O'Reilly of Pirate and CBC's The Age of Persuasion. Terry spoke quite passionately about the need for any brand to do some brand advertising - in addition to what terry called "the tougher aspects of marketing."

Download the article here from Docstoc.

I had forgotten to post this article, but I was reminded about it, after writing my last post. What is the balance between the tougher aspects and branding? I work with a lot of small businesses, or brands with smaller budgets, and finding that balance is one of the bigger challenges. In the end, as Terry says, a good ad will make the cash register ring. But is it just one ad?

Great branding should create that happy association - elicit the consumer response of, "I like you."

Then, when you get to the tougher aspects, actually selling me a car for instance, I am open to the relationship, I have a sense of trust and I'm willing to deal with you. It doesn't give the brand carte blanche though. As I learned again in our losing pitch last week — you still need to give me something I want. The branding won't help if there's no value in it for me at the end.

Anyway, read the article, it's for Canadian Gaming Magazine so it does have a Casino focus, but the ideas are universal. Love to hear your comments. Except on the spelling. I don't know whether it was Canadian Gaming Business who made me look bad, or whether I rushed this article off without proper proofing—either way, cut me some slack!