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« Friday « May 23, 2008
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Brett Ratner Launches Branding Consultancy
(Advertising Age)
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He's worked with divas, mutants and mismatched cops. Now TV, music-video and movie director Brett Ratner is wrangling marketers.Please, make it stop: creating celebrity endorsement deals, and applying Hollywood production values to advertising is not brand consulting! It's advertising. Period. AdAge, come on, you should know better. What Ratner is doing here, though, does have some relation to branding: he's extending his own personal brand. But please, do not call him a brand consultant. Branding is a much higher-level process, where you explain to your prospective patrons -- through a wide variety of signals and techniques, which may include advertising, or not -- how you're different and why you're better than your competition. And that's it. Branding has nothing to do with stupid, asinine Hollywood directors. They are not brand consultants. Oh, I'm sick of this garbage.
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