{"id":20771,"date":"2013-10-14T15:56:18","date_gmt":"2013-10-14T20:56:18","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=20771"},"modified":"2013-10-15T12:05:41","modified_gmt":"2013-10-15T17:05:41","slug":"one-brand-multiple-markets-century-link-turns-rough-mix","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/one-brand-multiple-markets-century-link-turns-rough-mix\/","title":{"rendered":"One Brand, Multiple Markets: Century Link Turns In Rough Mix"},"content":{"rendered":"

My favorite NFL team<\/a> plays home games at Century Link Field<\/a>. <\/p>\n

The communications technology company also has a large presence<\/a> in Omaha, my hometown. Therefore, I want to like Century Link, but a print ad like this subtracts several points from the “brand love” scorecard. <\/p>\n

\"bad<\/p>\n

Worse than the say-nothing-to-no-one use of stock photography here, are phrases like “visionary cloud infrastructure” and “hosted IT solutions.” This copy is dead on arrival. <\/p>\n

Sure, somebody somewhere does care about such things. Send these very fine buyers direct mail. When you opt to run a magazine ad or a TV spot<\/a>, you’re speaking to a mass consumer audience who has little knowledge of, or concern for, your visionary cloud infrastructure and hosted IT solutions.<\/p>\n

In this case, the problem is even worse given that Century Link is also a consumer brand, providing broadband, entertainment and voice services to millions of consumers across the U.S. <\/p>\n

Say you are watching NFL football and you see this B2B spot:<\/p>\n