It’s always easier to judge everyone else’s advertising than when you are on the hot seat and judging the ads on your own brand. I’ve been there 100s of times, and I still find it very difficult. You try to balance having it be a good ad, jamming in all the messaging you want and still maintaining enough branding so that it pays off for the brand.
The tool I use for judging ads is the ABC’S. The best ads attract Attention (A) are about the Brand (B), Communicate the brand’s story (C) and they Stick in people’s minds (S)
- Attention: You have to get noticed in a crowded world of advertising. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
- Branding: Ads that are about the brand will link. The balance is to have it be about the consumers view of the brand. It’s not the amount of branding, but the climax to where the brand fits in.
- Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Communication is not just about what you say, but how you say it—because that says just as much.
- Stickiness: In the end, brands are really about “consistency”. They exist in the minds of the consumer. Sticky ads help to build a consistent brand/consumer experience over time
So let’s focus on the BRANDING part. How do we ensure high brand link scores? The 4 simple ways to brand your spot are:
- Be Part of the Story: In the spirit of big ideas, how do you tell a story, using your brand. It’s not how much branding you use, or how early you bring the brand name in, but rather how closely connected the brand to the climax of your ad.
- Is it the Truth: It sounds funny, but if there is a disconnect between what you say, and what you are….then the brand link won’t be there. People will discard the ad. But ads that are hitting that truth zone really nail the brand link. This starts with your creative brief to make sure it connects with what people think about the brand.
- Own the Idea Area: Be a bit different—make sure that what you do sets you apart from anyone else. Not only does the difference help you stand out, it helps you to own it over time. Within your category or your market, make sure that it doesn’t feel like a copy-cat ad. “Me Too” = “Me” diocre.
- Repeat: Don’t be afraid of building your campaign—and the simplest way to get branding is to repeat and repeat and repeat. So many great campaigns have built them over 5-10 yeas. As you’re in the creative room, sit there and say “can I see this lasting for 5 years? Is the idea big enough?”
Here are some brands that do a good job in driving Brand Link:
Google “Parisian Love”
Google’s first and only TV was a pure beauty. Google is part of the story, in fact it’s the facilitator of every part of the story. And for creative people that hate demos, this is just a demo! All this ad does is showcase how using this product can make your life better, showing how often we now reach for Google as a support to everything we now do. The beauty of this ad is they were able take the searches into such an emotional space. Whenever you do an interesting demonstration of how your brand really works, the brand link will be very high. The new great idea is to create an Ad that will be passed on. Aired once during the Super Bowl, it’s been passed around emails and viewed on youtube millions of time. In fact, there are hundreds of parody ads as well which shows the power of the idea.
Listerine “Bottle Guy”
I’m sneaking another one of mine in here. Listerine ads are hard to make interesting–it’s a very serious brand in a low interest category, it’s clinical with information to deliver and how can you make gingivitis interesting. This campaign idea lasted 10 years, and had brand link scores of 85-97%. People would dress up as Listerine at Halloween and when we brought the Bottle Guy to events, we had people lined up to get their photo taken with him. These ads were kind of crazy–but so different that they stood out. With such a high brand link and stickiness already embedded in the idea, we could dedicate all our attention to driving the message–a new message about healthier gums. Truth be told, I wasn’t sure whether it would work or whether I’d be quickly fired. But it was sure fun finding out–and Listerine grew over 10% for the next 10 years.
Apple: “Mac vs PC”
Mac took such a simple concept of the side-by-side demonstration and made it compelling and ownable. In terms of repeating, Mac must have made hundreds of these, all great and all consistent to the same tone and message. Part of the brilliance is they never shifted too far from the big idea and yet found room to continuously surprise and delight their loyal following. So many creative teams presented the “apple” style ads after those ads, but in reality, Apple owned any two guys standing side-by-side.
For more reading on the ABC’s, view the following presentation:
Or read an article on being An Advertising Leader.
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