Have you ever stopped to consider how much time you've invested with your media buying agency in relation to getting them to really understand your brand and 'why' people connect with you?

"Strategy without tactics is merely an idea, tactics without a strategy is just wishful thinking"

Tactics alone will never really move the dial, of course they will feel like they are but that's because it's simply keeping you busy.

Over the years I've been privileged to work with a number of international media agencies who took the time to get under the skin of the brand in order that they can add value, increase efficiencies for all related parties.

Above all they recognise that great brands build relationships .

"We build relationships with individuals by getting to know their personalities, and companies are no different. Your brand’s personality—and resulting tone of voice—are the characteristics that your audience should be able to perceive in every interaction they have with your brand. Determining these characteristics tells marketers what they want the audience to know about your company.

To have strong customer relationships, your company’s communications need to be innovative enough to stay relevant but stable enough to always be identifiable as coming from your brand instead of a competitor’s".

The rise of ad tech and with it the adoption of 'programmatic' advertising has managed to dilute the brand message in favour of high volume, low cost 'reach' tactics'.

It's also one of the key drivers that's now disrupted the traditional media buying industry.

So if your a relatively unknown brand it's all just background intrusive digital noise.