BrandActional® advertising: building brands by driving sales

Jeff Haggin

Wheaties is the breakfast of champions, as everyone in America knows. Marketing executives at General Mills set the strategic brand framework many years ago, then spent what was needed to get the message to the broadest possible audience. Wheaties earned its place in the public's mind (including my own) through top-down branding. Nevertheless, even though I know it's the breakfast of champions, I've never eaten Wheaties, not even on my most athletic days.

It is much the same when it comes to my admiration of the brilliant advertising that established Absolut Vodka's upscale image, and the look and positioning of a dozen fast-food chain restaurants, but these, too, are brands I don't have a relationship with or support with my consumer dollars.