I have not had TV since August now and I am finding it an interesting experiment in how brand communication might work if we were not focusing so much on making commercials.
Specifically I find that in Romania brands have no substance other than what is afforded to them by the communication their mother brands do outside the country and which we circulate via e-mail and blogs. There is little to no insight in brand universe if you rely solely on radio, Internet and OOH. We place too little money on making brand universes real in a tangible way, that is why, for me, non TV user now, a newcomer on the banking market in Romania, Millenium Bank is the most valid of all existing brands since they have placed a huge christmas tree in the middle of Bucharest.
There is a lot of OOH and expecially lighted logos on top of buildings but Heineken is up there with a clinic that fixes rectal problems so it's hard to decide who you like best based on size of logo. Locations where I like to hang out are poorly branded, if at all, and as i get my going-out info from aggregators online I do not see the branded posters. Basically without TV, brands have little to no depth to me in Romania.
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.