2 ms·
> I don't think the internal working of a company is much of a concern for advertisers Generally this is true because normally the internal working of a compan
by zen21 4y ago
> I don't think the internal working of a company is much of a concern for advertisers
Generally this is true because normally the internal working of a company isn’t public and doesn’t affect its image. With Elon’s takeover of Twitter, nothing could be further from the truth.
> they are clearly afraid of the possibility of being accused later of not having pulled out before anything happened. But accused by whom, and according to which principle?
It’s not unfair to suppose they they are afraid of being associated with something that happens in the future. Brand advertising is generally conservative that way. The whole point of it is to be associated with things that are cool and well liked. The chaos of musk’s takeover has obviously already undermined that sentiment and there is certainly risk that bad things may happen.
However the idea that they are afraid of being accused of something, is just a fiction. There’s nothing to support this view.
They just want to be associated with something cool, and Twitter isn’t cool. Their spending is on pause because Elon has introduced uncertainty, and if Twitter returns to stability or even starts on a reliable upward trajectory, they will be falling over themselves to be associated with it again.
Elon has done severe damage to Twitter’s brand, and frankly his own. Can he recover? It seems possible, but not obvious he knows how or that it matters to him. He’s not a victim. Who cares what people think of him? He’s the richest man in the world for now, and that gives him the freedom not to be concerned about that.
- throw310822 4y ago> They just want to be associated with something cool, and Twitter isn’t cool Ok. I disagree: advertising has nothing to do with coolness (the WP or NYT aren't cool, they're read by good customers). Coolness has to do with sponsorships, a different concept. Besides, while someone might notice the start or end of a business relationship with Twitter, no one will derive negative associations by a brand simply doing nothing. Unless someone else makes a fuss about it. This seems crystal clear to me.
- zen21 4y ago> (the WP or NYT aren't cool, they're read by good customers) It’s fair to say ‘cool’ is too narrow a word. Feel free to substitute ‘has positive associations’. > no one will derive negative associations by a brand simply doing nothing. Unless someone else makes a fuss about it. This seems crystal clear to me It seems crystal clear to you, and yet you have provided no explanation for it. It just seems like a belief you have that isn’t shared by brand advertisers.