It's all about the brand

Yesterday AdAge.com featured an article about Panera Bread's new campaign that focuses on its "brand."

It's a nice spot that talks about their corporate philosophy, the fresh ingredients, the quality of employees, the overall experience. But since it doesn't mention price, apparently it's part of a "brand" campaign.

Here's a little something I learned long ago: every campaign is a brand campaign.

When your advertising focuses on the dollar menu, you're saying something about your brand.

When your advertising focuses on service, you're saying something about your brand.

When your advertising focuses on convenience, you're saying something about your brand.

When your advertising focuses on product features, you're saying something about your brand.

When your advertising focuses on your CEO, you're saying something about your brand.

You can't separate price, product, convenience or promotion from your brand.

They are your brand.

(Click on this link to see the spot)