The most influential brand people only matter to consumers that acknowledge them. To media planner's of the Boomer Generation, a top of mind Brand person could be David Olgivy. A fast food brand manager might well say, Alex Bogusky is top of mind. A Gen YX fashionista might, today, be just as likely to say Ugly Betty as Diane Karen. A Baby Boomer might say Jackie O is their top of mind person associated with Fashion.

You get the idea, yes? 8;-)

I think we all nod our heads in the affirmative when I say branding is successful if the consumer has positive associations and that association can range from name recognition, to deep affinity to Cult status.

GM’s TV spots, back in 2005 was hoping that LED Zeppelin music would trigger a positive Brand response from Boomers, but has switched gears with respect to their music selection just this quarter. Today, GM announces at the beginning of their commercials seen during NFL games that they are “The Biggest Brand”. This concept of Brand experience is only relevant to members of Madison Avenue and their brothers and sisters within the major brand marketing departments.

So why did this fly?

The buyers (within the brand) resonated with the word BRAND and although they are not the target of the commercial, they were the target for approval of the ad spot spend!

Makes sense, doesn’t it?

We are experiencing a generational labor shortage (Interbiznet.com) whose consequences combined with the Homeland Security push have inflamed the competition for candidates from red to white hot.

Brands can no longer afford to miss their target.

The digital ad-age allows for targeting and the labor shortage demands increasingly precision. The HOT new TV show, HEROES, with 35 million viewers, the hypnotic power of association and the resultant age regression provides the perfect space for The CIA to recruit in 30 second spots (10/16/06) with camera angles that mimic the action within the show creating the ultimate brand experience; a passionate response within the circle of viewers who are in suspension of disbelief mode.

Mention Santa Claus and a significant number of people will associate the name with a specific day. Mention the same Santa Claus to a US retailer and the smile induced is inspiring. As Alan Lazar said recently, “ Santa governs our economy for the last quarter of each year.”