Banish the myopia: Committed relationships can benefit a brand and its advertising/PR managers — Titan Industries has been associated with O&M and Lowe since its inception and Iodex with HTA (now JWT) for 86 years.A few years ago I saw a very interesting commercial for the iconic brand Absolut vodka. I daresay not the ideal product category to talk about early in the morning even if the commercial was about an Absolut world. The interesting thing, however, was that the commercial had been created by a consumer for the brand and posted on YouTube. It featured different situations - a policeman leaving a lollypop instead of a parking ticket on the car's windshield; a huge hulk of a man whom you would dread meeting in a dark alley contentedly sitting and knitting a sock; the wife giving the husband a huge pastry full of cream and chocolate with the comment “Doctor's orders”; a young couple saying fairly intimate and yet uncomfortable things to each other with a pleasant smile and so on. This got me thinking, what if we had an ideal world in marketing and communications instead of the stress-filled and tension-ridden one that we currently inhabit?
