Dan Gallagher

Dan Gallagher is VP Brand Strategy and Research at R2C Group.
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Why Does Brand Matter When a Marketer Can Just Yell & Sell?

by Dan Gallagher on Aug 4, 2015 3:00:00 PM Brand Marketing

We’ve all seen the TV ads that scream miraculous product benefits for the low price of only $19.99 (“and if you call now…”). Since the ads never seem to reach a wear-out stage soon enough, we can only conclude that the “yell & sell” technique is successful despite the negative brand impression they may often leave on viewers. In marketing communications, we often call this unintentional—or unconscious—branding where the advertiser is successful in building a business, but not in building a brand. Think the telecom carrier MCI in the ‘90s, or “brands” such as ShamWow and Snuggies, more recently.

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