We could not agree more with the “Father of Advertising”.
(David Mackenzie Ogilvy CBE was an advertising tycoon, founder of Ogilvy & Mather, and known as the “Father of Advertising”. – Wikipedia)
Commerce and Branding are vital to any business. Both of them. Equally.
So, when one takes over the other one, it hurts your business.
That’s what we have with examples like Brand Safety or too mechanical SEO (Search Engine Optimization). Of course, everybody wants to maximize sales. No debate. But unreasonable actions, desperate measures will hurt your reputation and consequently your brand. And as Warren Buffet says:
Brand safety risk is pushing (too far) exposure into unsafe territories for the brand.
If your sole motivation is to have the highest number of ad placements with little to no overseeing on who’s hosting your brand, you’re due to a brand safety violation. And it may be costly to your brand reputation and thus, your business.
Would you risk your brand values on poor quality coasters or ugly marcoms? So, why risking them by exposing your brand with a publisher not compatible with the value of your brand?
Brand safety is a matter of “where” AND “who”.
Where is the brand exposed, meaning the matter of the page hosting your brand. Here programmatic is key to build a black list of words you want to avoid.
Who is exposing your brand, meaning the profile of the publisher. And, this profile must be compatible with your brand value. Here TrustedOut is key to build a white list of media publishers you want to keep your brand safe and consistant.
Another example: Site content and SEO.
The same “commerce and, not or, branding” applies to the content you produce for your site or the pages made for SEO.
Twisting incautiously SEO may put your brand at risk.
By adding or removing keywords to please Google and get more traffic may spoil your brand perception. After all, if content makes (or break) your brand, your own content applies first hand. Think of your site, as a media publisher. After all, this is where you expose your brand.