There are many different schools of thought when it comes to advertising techniques. Ask one professional and he’ll tell you do things one way. Ask another professional and she might tell you to do things an entirely different way. So, who’s right?
A great example of this can be found on video sharing sites like YouTube.
With some videos, you’ll find that they have decided to include the website name or some other branding as a “watermark” throughout the length of the video. This can be useful in keeping the brand front and center. You might also see this in movie trailers where they have the movie name and release date in the “black bar” portions either above or below the main action.
With other videos, you’ll find that they have decided only to include any explicit mention of the website or company either at the beginning or the end of the video. There could be a set “pre-roll” or “credit” portion to the video, keeping the focus on the core content that fits in between. Give value to your viewers and they’ll remember you.
So, which school of thought is the right one? Some may say that the first one does a great job of keeping branding as a key message, but others may say that it can be pretentious and annoying. What do you think? How do you feel about persistent branding?