Making brands more distinctive

This rather neat ad was recently clocked on a forum as “clever marketing”.

http://www.britishairways.com/en-gb/flights-and-holidays/flights/lookup

(It is an animated poster where children point to BA aircraft as they fly overhead. Nice combination of idea and technology working together.)

So, can I take a moment and be a bit  pedantic?

This is not clever marketing. It is clever advertising which is a function of marketing.

Clever marketing would be understanding your customers needs, aligning your products/services to these needs, getting to market at the right price, time and quality AND communicating (advertising if you like) to attract and retain customers and in the process beating the competition/being more competitive.

That would be clever marketing and as such most goes unseen.

Thank you for your time

Joe