How to find advertising that sticks in the minds and hearts of your consumer

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Advertising that sticks with the consumer need to be memorable enough to move consumers. Surround your consumer with your creative idea. Invest in your assets, engage emotionally, and build a deeper love with those who already love you.

Here are the four best ways your ads can stick with your consumer:

1. Continue to build your creative idea

It has been proven that a goldfish will get bigger with a bigger bowl. The same holds for creative ideas. Build your creative idea over time, across various media, over many products to different targets and through multiple stories, each time adding to the idea.

The best example of growing your creative idea is the Nike “Just do it” campaign, which turns 30-years-old in 2018. Nike’s creative idea of “Just do it” reflects the strategic brand idea of, “Nike pushes you beyond your athletic boundaries.” Nike has made the most of TV advertising, layering in new stories supporting the “Just do it” creative idea.

Here are some of the best Nike TV ads:

With “Jogger” from the 2012 London Olympics, Nike used a heavy-set kid jogging at 6 a.m., to show how not all of us are superstars and challenges the average athlete inside all of us.

“No Excuses” has an unknown athlete speak to camera and list all possible excuses for not working out, only to pull the camera back and reveal he is a wheelchair basketball player who has no excuses.

“If you let me play sports” from the early 1990s, an emotional ad that speaks to all the life benefits for girls who play sports. Adolescent girls deliver the copy lines of “If you let me play sports, I will have more confidence, be more likely to leave a man who beats me or suffer less depression.”    

2. Emotionally transform your brand

As you move from a functional to an emotional consumer benefit, from logic to passion, the advertising will begin to stick in the hearts of your consumers. 

Dove’s “Real Beauty” ad shows the transformation of a woman’s face as they touch up her makeup, hair and then show computer editing adjustments to create the perception of the perfect woman. They adjust her cheekbones, her eye shape and thin out her chin. The message is “No wonder our perception of beauty is distorted.” This campaign connected on a deep level with women, and it helped transform Dove from a functional brand (Ph balance) into an emotional brand that speaks on behalf of women.  

Before this campaign, Dove had used a highly functional “Ph balance litmus test” to battle Ivory soap. Dove never managed to beat Ivory while focusing on functional benefits. However, once Dove launched the “Real Beauty” ad, the brand unleashed its full potential, and helped Dove soar past Ivory. 

Building emotion into advertising directly impacts a brand’s persuasion scores

While brand leaders are always trying to find a winning claim, there is proof of a correlation between the feel-good emotions you create with both consumer persuasion scores and overall brand appeal scores.

Milward Brown advertising research finds a direct correlation between how involved consumers are in the ads with the degree of the positive emotional feelings your advertising evokes in consumers. The chart shows that as the feelings go from low to medium to high, the scores for both persuasion and brand appeal also go up.

3. Investing in your brand assets adds up

Build creative and brand assets, using new executions to always add a penny to your brand to the creative advertising idea. The best sticky ads are a combination of new, relevant, credible, and different. 

There are two types of assets you should build behind: 

  • Brand assets: Look at the image scores or main messaging scores in your brand tracking, then continue to build those brand associations and messaging into the campaign over time. They become the heart of the brand’s truth and reputation.
  • Creative assets: Those images, icons or devices of the ads, which consumers remember and internalize. You want to understand what’s breaking through and continue to use those creative assets in future executions. Using these assets starts to give your brand a sense of consistency in execution.   

A great example is Apple’s “I’m a Mac … and I’m a PC” ads. They made over 70 different versions of the comparative story, with each ad showing another reason why PCs are complicated while the Mac offers simplicity. The visual of the two people made a perfect representation of the two brands.

Here are 15 of the best “I’m a Mac” ads:

4. Build a deeper love with those who already love you

Tell elaborate stories that showcase why your consumers who already love you should love you even more. 

Six months after 9/11, Budweiser used their famous Clydesdale horses branding device with a Super Bowl ad that showed the horses walking through town after town across America. Then it shows the horses slowly approaching the New York skyline, and they kneel in front of Manhattan to honor those lost in the Twin Towers. 

Filled with American patriotism, for the brand  lovers who know the story of the brand, it links nicely with the history of the Clydesdales, when they marched from St. Louis across America in 1934 to deliver a keg to the U.S. President at the White House after he lifted the prohibition on alcohol.

I am excited to announce the release of my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

To order the e-book version or the paperback version, click on this link: https://lnkd.in/eF-mYPe

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

 

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Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award. Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics. Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

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