How many times have you heard someone tell you that their brand is going to 'own' a particular activity or programme genre? They say things like 'Our strategy is to own drama on ITV' or 'We're going to own the cricket this summer'.
Now, you could argue that this is legitimate shorthand for 'We're going to have a dominating presence around', but that's only a half-truth. There's still a little voice inside most of us that keeps on whispering 'It's true, it's true, this is going to be massive, we're going to rule the world ...'
Nowhere is this voice more persuasive than when you're planning a web presence for your brand. When you're building a web site, you're not producing advertising any more - you're creating content. And it's easy to get carried away by it all. But I'm afraid that it's just not true that the world and his girlfriend have been waiting all their lives for the 'definitive' extreme sports web site that your brand is going to deliver.
This was a classic and costly mistake that the early brand marketers made online. Now, as the web continues its rehabilitation, the big brands are beginning to re-invest - and they must avoid making the same mistakes of the past if they're going to make that investment pay off.
Miller Genuine Draft's recent sponsorship of NME's 'new bands' section is just one example of how brands can deliver credible content without trying to become a content publisher.
So, too, is Sony Ericsson's site, supporting the launch of the T610 phone.
The site was created by Dare Digital, but I take no credit as it was delivered before I joined! Its content is created by the users, who submit photographs that they've taken with their mobile into a series of monthly competitions.
From what I know of them, both of these initiatives were conceived as simple, online marketing support. In the process, they have also delivered valuable content. But their focus is on performing a clear role in the marketing mix, which is both relevant to their brand and credible in the eyes of consumers.
In other words, they know their limits. And they pay no heed to that little voice in the back of their head.
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