MT Rainey's classic texts: Stephen King's "Another turning point for brands?"

Read Stephen King's article Another turning point for brands?, Admap, October 1985


It has been said that advertising has many gurus, professors, geniuses and mavericks, but only one King. As a young planner, trying to practise and pioneer the discipline in the US, I devoured Stephen King's papers and speeches as ballast to my arguments for using advertising to shape and add value to brands, rather than simply to reflect a product proposition.

While much has been made of the contrasting styles of JWT and BMP, I believe those differences were emphases of practice, rather than conviction, and that both approaches reflect the importance of brands to the economic value of a company and the power of advertising to create new value in those brands.