‘Displacement Marketing’ – The Value Engineers in Marketing Week
Posted by Anne-Cecile Bertrand on January 31, 2010
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‘After a Health Select Committee’s report last week, alcohol brands face a possible ban on television advertising. But an all-out ban need not spell disaster for this already promotionally fettered industry: it could lead to new highs of creative strategic thinking.’
Anna Eggleton, Director of Closeness, comments in last week’s Marketing Week’s lead article, ‘Putting a new face on your brand’ by Jo Roberts:
‘Stretching an alcohol brand into different territories is something that Anna Eggleton, director at The Value Engineers, believes could work well in the UK for brands with strong personalities. Some companies are practising displacement marketing in various forms already, she argues.
“If you have a good brand like Camel or Marlboro, it should have a life of its own,” says Eggleton. She says the practice of displacement marketing is about “thinking about branding in a different way.” Many alcohol brands are already thinking beyond large-scale television campaigns to get messages across to their target audience.
She argues that Guinness is already practising displacement because it is already well-known outside of its sector. Merchandise such as T-shirts, key rings and hats are available, and the brand has also strayed into food with limited edition Marmite flavoured with Guinness.
The Value Engineers’ Eggleton claims that the smart brands “need to start thinking about putting strategies in place now” in order to stay ahead of any future restrictions.’
Read the full article on Marketing Week online.