Here is a great little speech by an Ad Guy (Rory Sutherland), who makes the case for perception change over real change. In advertising that is what we do. We don't reinvent the product, we don't do the R&D, we rely on the companies to do the real product heavy lifting. We are happy to do the whole change perception thing. Call it candy coating or a spoon full of sugar or what ever but it is just words, music mixed with (on good days) ideas that can change perception of a brand.
So marketers and CEO's and CMO's taking care of how your brand is seen and perceived is the expertise of the ad guy. Making a product that is worth changing perceptions for, is yours.
It makes what we ad guys do seem a little shallow but it is what we do. We help clients change or perpetuate perceptions. It's branding. If your brand is a energy drink, a car or a 15 year old boy who needs a date to prom. It's all the same. Affect the perception of your brand and the consumer (or 15 year old girls) will follow.
Ad value with out changing the product? The Shreddies "case study" in the video below is gut busting. (TED now has an iphone app you can get to see all of your favorite videos.)
Mr. Sutherland is right "poetry is when you make new things familiar and familiar things new." that is what we do, or at least try to do again on good days :)
So take a Listen and get ready to smile then figure out how right Mr. Sutherland is.