Lack of 'brand backbone' pains Motrin
Jack Neff's Ad Age post puts Motrin-gate in perspective. Particularly interested in this clip:
These days, everybody owns a brand. Individual voices and opinions count more than ever.
But companies can't be so quick to cave to the latest focus group or mob of bloggers.
Someone must have a plan; someone must be tending the light at the end of the brand tunnel.
Motrin-gate revealed more than a handful of poor creative executions. In the end, it exposed
an absence of 'brand backbone.' And this is perhaps the most damaging outcome of the debacle.
