Brand Hubris

In my last post, I discussed how the brand umbrella concept favored by many ad agencies faces dire challenges in the connected world.  In short, consumers can--and will--check any brand claim against what they hear online.

However, the BS-detector element represents only part of the problem of the umbrella brand construct.  Another threat lurks in how looking at the world through the brand lens makes for bad marketing decisions.

Case in point: Mountain Dew's Green-Label entertainment website.  It features music, comedy and a complete lack of any sense at all as far as I can see.