Beloved_Logo1

Tag Archive: Advertising

How to drive more Attention in your Brand Communication

Slide1I always use my instincts as my first gut reaction of the advertising.  When the agency shows me an ad, I don’t want any set up, don’t read the brief, don’t tell me “this is really funny”.  Unless we are prepared to buy a 30 second spot to explain our ad and put it right in front of our Ad, then we must watch the work as though we are the consumer.  But even after 20 years and hundreds of spots, I don’t rely on just my instincts.  I do the thinking time.  And the tool I usually turn to is the ABC’S.  I want to make sure we create an ad that attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.   

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
How to Drive more Attention

Buying media and putting something on air does not attract attention for your ad.  All those testing or tracking results start with Attention for a reason, your Brand Link scores are a ratio of those that the ad captured.  Driving more branding of a poorly engaging ad doesn’t really do much.  

You have to EARN the consumers’ attention.  Most of the media options still, are passive mediums where the consumer is more engaged in the content, and the advertising needs to be interruptive.  No consumer has ever said “what are you doing tonight Bill?”.   “Well Bob, I’m going home, grab a bite to eat and watch some TV ads”.  The best way to grab Attention is to take a risk and do something not done before. Here are the best ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
  6. Be Part of the Content:  As much as consumers are engaged in the content, not the advertising, then having your brand front and center and part of the story can be a great vehicle for driving attention. Watching a movie and seeing them using a Mac makes the product seem cool, or driving a red Mini Cooper in the Italian Job made me want that car.  Or creating content on line that engages like Toyota’s Swagger Wagon or the brilliant BMW Films site from 10 years ago.   
  7. Be Sharable:  We are seeing so many amazing story-telling ads getting passed around on social media vehicles.  Most are designed for that very reason, many of them 2-3 minutes in length.  These long videos are great for engaging the consumer emotionally.  

This Dodge Ram “Farmer” ad is a great use of being incongruent.  This extremely quiet spot, was aired during the Super Bowl, when all the other ads are loud, slapstick style ads.  The use of photography only, the great voice of Paul Harvey with “so god made a Farmer” gives you shivers.  

 

 

Budweiser’s Wazzup ad was so different that it jumped off the TV screen.  The language was authentic, connecting with how guys tend to talk to each other, when no one else is around. 

 

 

Lynx ads are so entertaining they become content you want to watch.  This spot from the mid 90s with Jennifer Anniston is hilarious.  

 

 

 

Toyota’s Swagger Wagon videos have been shared by millions, highly entertaining but extremely insight driven of how former “cool people” turn into parents and their motivations change.  

 

 

To this day, there has still never been an on-line idea as powerful as BMW Films for creating on-line content.  What BMW did was give famous directors $1 Million each to make short “films” that make the BMW car the center point of the spots.   These are highly engaging, shareable videos.  These were 10 years ago now, and I keep hoping someone beats these one day.   Here’s Guy Ritchie’s version, with his good friend Clive Owen and wife Madonna.  

 

 

 

You have to earn their Attention, before telling them the rest of your story.  

 

Here’s an article that goes a little deeper on the ABC’S:  How to Judge Advertising Copy: Approve the Good. Reject the Bad.

 

To see a training presentation on Get Better Advertising: 

 

If you are in the mood to see stories on great advertising, here’s a few other stories:

 

Slide1

 

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

blog ad 1
Continue Reading

Taco Bell takes on McDonald’s Head On. First with Ronald McDonald and now telling consumers to “move on from your old Egg McMuffin”

urlWow, these latest Taco Bell ads take a lot of guts!!!!  The new ads from Taco Bell take on the golden arches head on by using long time icon Ronald McDonald.  Not quite the mascot, but if you watch below you will see how inventive and cute this spot is.  I sure hope Taco Bell has the word “cheeky” in the creative brief because they sure are nailing it. In a highly competitive fast food category, Taco Bell does stand out as being different–not just in the food items they offer, but in the creatively aggressive advertising.  A great lesson for Brand Leaders, you really have four choices:  different, better, cheaper or not around for very long.  Having gone into an empty Burger King at the dinner hour last month, my prediction is that they are taking the “not around for very long” strategy.  Here’s Taco Bell and here’s what different looks like: 

 

And here’s the latest with a little jingle that calls out the Egg McMuffin as so yesterday (he takes down his Loverboy poster), and asks consumers “move on”.

 

 

 

As I said earlier in the week, I love McDonald’s.  Click here to read a story about how McDonald’s takes a wonderful Advertising idea…and makes a complete disaster out of it 

Great job Taco Bell.  Keep being Different

Slide1

 

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

 

 

blog ad 1

 

Continue Reading

McDonald’s takes a wonderful Advertising idea…and makes a complete disaster out of it

Mcdonalds-logoI love McDonald’s.  And no I’m not in a cranky mood.  Spring has sprung.  And I loved their “Ask McDonald’s” idea last year.  But this latest stuff, is just awful.   For some reason, McDonald’s in Canada has decided they feel so insecure they need to tell us that they actually use meat, potatoes and chicken in their food.  I think we all knew they sort of do, but no one is really thinking this is Ruth’s Chris quality or even Five Guys quality.  You get what you pay for and that’s ok.  I love how open McDee’s has become and have changed my order once I saw my favourite Angus burger was 780 calories.  

I remember one night I ended up playing poker with a Cattle Farmer and around 2am, I asked him “how good is the quality of McDonald’s beef?” and he said you can always tell the McDonald’s guy at the auction because he’s the guy in the front row getting all excited when they walk out a limping mal-nourished cow.

The Wonderful Idea:  Wow

About a year ago, in McDonald’s “we use meat” campaign, they released a very cute, warm-hearted video that attempts to answer consumers questions, openly and honestly.

The question was “why does your food look different in the advertising than what it does in store?”  This is a great video that shows the how and why they do certain things, a cute way to show how trustworthy McDonald’s is.  A year ago, I talked about this as one of the best uses of social media I had seen.  As it passed around on Facebook and Twitter, it generated over 10 million views.  Have a look:

 

That’s a beautiful video and I can safely say I’m jealous that I didn’t make that.  That’s how good it is.

As a marketer, when you do something right, you should immediately ask “how can we do that again?”.  I know this inhibits creativity bla bla bla, but don’t you want to get another 10 million positive minded views.  I know the temptation is to build on the idea, but this might be a great case where stepping sideways might have been just as good.  But it seems McDonald’s got some great results and then got a bit arrogant, figuring being honest can never be wrong.  Well, sorta. 

The Awful Pool Out:   Yikes

As the old saying goes, “if you ever saw how saussages were made, you may never eat them again”.   The same could be said for chicken nuggets, so here’s the next question McDonald’s decided to take head on with the question:  “What is legitimately in McNuggets, is there pink goop?”   This video takes guts, to make, but also to watch.  I didn’t want to watch it.  So yes, I no longer have a visual of pink goop in my head but now I have this visual of ground up chicken in a blender.

 

 

I don’t think consumers want to see hanging chicken in a plant setting, the de-boning line, ground up chicken in a big blender, battered and frozen chicken.  I know this helps close some urban legend about McDonald’s, but this video makes me want to eat less McNuggets, not more.

One simple question:  Will this video make you want to eat more Nuggets, less Nuggets, or the same amount?   I think I’ll keep eating McNuggets 5x a year, as long as I can get this video out of my head by then.

It gets even worse:  This is what’s on TV

OK, I can see how these videos are getting past around on line.  But this is the TV ad that McDonald’s created to send viewers to their website.  The problem with the video is that it uses a classic problem/solution style TV ad, but only talks about the problem, making you do the work to go find out the solution.  

 

The take away from this ad is not good.  If I’m too lazy to go on line, I’d be worried you’re adding to the mythology than helping.  I hear pink goop, I hear beaks, and I don’t want to learn more.  I’m predicting this sells less chicken McNuggets.  

I commend McDonald’s for their Honesty.  But not for their lack of sound judgement. 

Slide1

 

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

blog ad 1
Continue Reading

How to Land an Assistant Brand Manager job


bbi adTwenty years ago, I graduated from business school and started as an Assistant Brand Manager (ABM) at General Mills.  I never admitted it back then, by it was really hard to get that ideal ABM position.  Prior to going back for my MBA, I had tried numerous times to get a job and kept failing.  One interview ended after 5 minutes because she looked at my resume and found out I had no CPG experience.  How could I, if I was going for an entry level position?  
While things have changed tremendously over those twenty years, many of the same principles for landing that job remain the same.  To start with here is the job you’ll be Applying for How to be a Great ABM   If that’s how you’ll be judged in the few months, than that’s how you’ll be judged in the Interview Process.

The first lesson I can tell you is there are more people who want to be an Assistant Brand Manager than there are jobs.   For every ABM, there are hundreds who want that role.  And that’s continuing to tighten in the tough economy as many places are going without.  So how bad do you really want this job?   Do you want it more than everyone else?   And will you do what it takes to get that job?  I remember interviewing so many times and not getting the job–I must have gone through 100 interviews before I finally landed the right job.   I remember one time, after 3 minutes the hiring manager looked at my résumé and said “you have zero marketing experience, this won’t work”.  That one still stings after twenty years, but made me want it even more.
Slide1Persistence is the key.  If you are only half trying, then I have very little sympathy for you.  If you are completely immersed in the effort, trust me, keep pushing because you will eventually break through.

While this article is with my biases, at least you’ll get a vantage from a former CPG executive who was heavily involved in the recruiting hundreds of ABMs.

There are five ways you can get in:

  • MBA: This was the #1 source of our ABMs. It gave us the chance to have a consistency in our recruiting efforts, allowed us to have a focused timing for the hiring and even a consistency in starting dates so we could measure and compare ABMs. One of the silent secrets no one can say is that an MBA ensures that ABMs are late 20s, rather than 22–which makes it easier for them to work with the sales teams. Now, people always ask me: “Do I need an MBA?” My answer is “No, but it sure helps”. It allows you to be part of the formal recruiting process, get in front door and be judged by that very process, rather than just a one-off hiring manager who is in a panic and doesn’t know what they want. My question to you is “Can you do an MBA?” because if you can, I’d recommend it.
  • Head Hunter and Recruiters: This was our second source for ABMs, especially when we needed ABMs outside of the formal recruiting process. There are some Headhunters that specifically fill ABM roles and you should make sure you are connected with them. If you are lucky, you can get a head hunter who gives you tips on your resume or feedback on your interview. Ask for the feedback. Stay in touch regularly.
  • Networking: As the economy has gotten worse, some companies have cut back on the use of Head Hunters and opted for using a “finder’s fee” to employees that recommend someone. So if you can connect with ABMs that already work at the company, they have an incentive to actually get you hired. The advantages to networking is they’ll tell you the hiring manager, process and interview tips. They’ll also alert you to when someone quits. I would recommend you write down the 10-20 companies you want to work for, and get networking with other ABMs, BMs or the HR manager.
  • Experience in the Company: A generation ago, many started off in sales and then moved over to marketing. It still can happen, but it’s becoming less common. If you try this route, push to get over the marketing quickly so you don’t get stuck in a role you don’t want.
  • Job Posting: Don’t wait for the postings, or you’ll be missing out on most of the jobs. The HR department puts up the job posting, either because the company has exhausted all other methods. The posting doesn’t always mean there is a job, but HR using it to fill the resume bank. The new method for hiring is to go on to Linked In and put “We are Hiring” in job groups
Align your resume to the job!
  • Write your resume for the job you want, not as a way to tell who you are and your life story: I’ve reviewed 1000s of resumes.  Don’t put “VP student union” on your LinkedIn, put “Pursuing a Career in Brand Management”.  You have to shift to be forward looking, not past. 
  • Make your resume look like you can do the job.  Re-arrange all your experience so that it lines up to the job you want. Have you done some of the things we need you to do?   Analytics, creativity, project management, leading others, making decisions, pressure to deliver numbers, fast past environment, dedicated to completing the task at hand, achieving results. 
  • Focus your resume.  Get rid of the stuff on your resume that has nothing to do with the job you want.  It feels like it’s just your insecurity wanting to keep it on there, and like any communication, less is more. 
  • Make your biggest accomplishment, no matter what it is (eg. champion chess player, captain of the hockey team, dean’s list or won a case competition) a center point on your resume and that you link it to the job you want in the future. 
Interview like you want that Job!
  • In the interview, find an energy level in telling your stories.  Every answer should tie back to fitting with the job you are going for.  Have each story linked to part of the job and how it would help you when you are working there.
  • Forward Looking Answers:  Answer the questions in a way that nails down what they want to hear, not what you necessarily want to say.  Yes, tell your story, but realize that you’ve got to connect to being able to do the job.
  • Know your audience, you might interview with HR, mid level managers and senior managers.  Your story, tone and interaction might change based on who you are meeting with.  You need to get a consensus in the hiring process—so you need to impress each one, in a unique way that makes them back you in the meeting.
  • Ask really good questions—could be lined up to the skills, or what might be part of your criteria for taking the job. But never ever say “nope, I’m good, I have all I need to know”.   This shifts it to a dialogue where you engage.  If you can make it conversational and not interrogation, that makes it even better. 
  • Close the interview by “almost” asking for the job.  Lay out the 1-2 main points of why you would be a success.  If it is a consensus style interview where they’ll be re-grouping on the decision, these two points are what you want them to bring up in that meeting in support of you for the position.  

Here are the Interview Questions that I used to Ask:

  1. Tell me a time you used numbers to sell an idea?    You better have your story tight because your answer will be questioned one or two more levels to see if you really know your stuff.  Great Marketers can tell stories with analysis.
  2. What’s the most creative thing you’ve ever done?  It really doesn’t matter what it was, but how far did you push yourself out of your comfort zone to find the creative solution.  Your passion for your idea should come through.    
  3. What’s the thing you’re most proud of?  When I read a resume, I want to see big accomplishments beyond your work experience or school.  Football, chess, travelling the world or charity work etc.  I want to hear your story and your pride come through.  Great Marketers accomplish things, and I want to know that you have a history of accomplishments.  Don’t tell just what you did, tell me what you ACCOMPLISHED!  
  4. Tell me a time when you’ve convinced your boss of something they thought wouldn’t work.   I want to see if you can make it happen.  This will show your leadership, selling skills, and willingness to push.  A great Marketer can get what they want.. 
  5. If you were Tim Tebow’s Agent, how would you maximize his value as a spokesperson?  I always took something in the pop culture news and asked how you would handle it.  I was looking to see how curious you are and how you could take something with very little subject matter expertise and put together a plan.  A great Marketer has a curiosity and can form opinions quickly.  This lets me see your thinking.  Pop culture is a great area that goes beyond books.   
  6. If you were on a team that solved a serious healthcare problem for Society, what factors would you use to price it on the global level?   This is a very thick question with many issues, especially adding in the global issue.  I want to see you think through those issues and layer those issues into your answer.  How do you handle the differences between North America and the Third World?   How important is profitability vs R&D vs compassion?   How would you leverage government, key influencers and where would that fit into your answer.  Great marketers can handle ambiguity and there is a lot within this case.  
  7. From your previous Interview with our company, what’s the biggest mistake you made and how would you now change that?   Great marketers are constantly pushing themselves to improve.  That starts with your own personal assessment.  I want to see that you have thought about it and now see a better solution.  It also puts you under a bit of unexpected pressure to see how you handle that.  
  8. What questions do you have for me?  To me this is one of the most important sections.  It demonstrates how engaged you are in the process.  The quality of your questions will help to separate you.  Have five great questions done ahead of time, ask about 2-3 each interview.  Ask deep questions, not surface questions.  Turn each answer into a conversation starter. 

Act like you want the job.  Show a bit of spunk and energy through the interviews.  Marketing jobs are a bit different.  Take a Red Bull before the interview.  Be leaning forward, make eye contact, be comfortable and dynamic in your personality.

Best of luck to you in your job search. Go for it and don’t give up.

Here’s a presentation on Successful Marketing Careers:  

 

 

Slide1

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

blog ad 1

 

 

Continue Reading

How to Express your Brand’s Big IDEA through Great Advertising

In an earlier article we big-idea-1talked about creating your Brand’s Big Idea and using it to drive every inch of your organization. The Big Idea should drive every activity and every function.  To read more on how to come up with the Big Idea and how to leverage it throughout, click on:  How your Brand’s Big Idea should drive every part of your Organization

Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.

Slide1

Brands are able to generate love for their brand when the consumer does connect with the brand. I wish everyone would stop debating what makes a great brand and realize that all five connectors matter: promise, strategy, story, innovation and experience. The first connector is the Brand Promise, which connects when the brand’s main Benefit matches up to the needs of consumers.  Once knowing that promise, everything else feeds off that Promise.  For Volvo the promise is Safety, for Apple it is Simplicity and FedEx it might be Reliability.  It’s important to align your Strategy and Brand Story pick the best ways to communicate the promise, and then aligning your Innovation and the Experience so that you deliver to the promise.  

Slide1Beloved brands can tell the brand story through great advertising in paid media, through earned media either in the mainstream press or through social media.  Beloved Brands use each of these media choices to connect with consumers and have a bit of magic to their work.  That story telling should come from the Brand’s Advertising.  

Once you have your Brand’s Big Idea, it should inspire you to seek out a Creative Idea, from which everything should come from.  The best brands use a Master Brand anthemic spot to help tell the overall story of the Brand.  But even more so, the Creative Idea should help with any specific product spots around the Innovation you’re bringing to the market.  

Slide1

Taking that a step further, you can use it to begin crafting your media plan, by launching with the Anthemic Spot, and layering in your specific product messages.  As you look to continue to stay connected with your consumer, you should keep coming back to regular intervals of the Anthem spot.  Too many brands, who are failing, try to do both at the same time. They try to create a lofty “Brand Spot” with their agency and just as they start to like it, they ask “can we jam in some news about our new faster widget” message in the middle, or maybe even do a 5 second tag with it.   

Put another way, a good piece of communication can only move one body part at a time:  the head, the heart or the feet. Challenge yourself:  do you want to target the HEAD so you can get consumers to think differently about you, the HEART to try to connect emotionally or the FEET where you try to drive action.  

Slide1

If you think you can create an Ad that does all three, you are the worlds greatest advertising in history.  And if you can’t you should then focus on one at time.  That’s where the Anthem will help reposition the brand (head) or connect emotionally (heart) and the Innovation spots should drive action (feet).  The choice on where to focus should come from your brand’s strategy.  At Beloved Brands, we use the Brand Love Curve to help determine where your Brand currently sits with consumers.  If you’re at the Indifferent stage, you need to drive Trial (feet) or change their minds to see you differently. As you move along the curve, it becomes a balance of mind and heart, but driving towards Beloved, you need to connect emotionally.   (The Heart) of consumers.  

Slide1

As you look at the Creative Advertising the best ads attract ATTENTION, tell the BRAND story, COMMUNICATE the main benefit of the brand and STICK over time.  Leveraging the BIG IDEA and matching up a CREATIVE IDEA, you should make sure it’s the CREATIVE IDEA that does the hard work to a) Earn the consumers’ ATTENTION  b) Draw and hold attention on the BRAND c) tells the brand story in a way that COMMUNICATES the benefit and s)  STICKS with the consumer and builds consistency of  brand experience over time.  It’s the ABC’s of Good Advertising.

Slide1

 

Once you align everything to the Brand’s BIG IDEA, you’ll create a strong bond with your consumers.  That bond becomes a source of power for your brand, whether that power is with the very consumers who love your brand, versus retailers, suppliers, competitors, influencers, employees or even versus the media.  

Slide1

Once you’re able to generate power for your brand, you can then turn that into profit, whether driving price, cost control, market share or increasing the market size.

My hope is this will help you align your Advertising to the Brand’s Big Idea and manage it so whether you are looking to develop new Creative or Media Plans.  Remember, you can only move one body part at a time.  That choice should come from your strategy.  

Use your Brand’s Big Idea to Align the Advertising into the Market

 

Slide1

Do you want to be an amazing Brand Leader?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

*Brand DNA first seen at Level5 Strategy Group

blog ad 1

 

Continue Reading

How your Brand’s Big Idea should drive every part of your Organization

bbi adI’ve always heard marketers say how Brand is the hub of the organization.  While it makes sense, it’s just talk unless you are managing your business based on the Brand’s Big Idea throughout every inch of your organization.  Everyone that works on the brand, should understand the Brand’s Big Idea and figuring out how they can back up the brand’s promise

We believe that a Brand is an idea that is worth loving. Our definition of a brand:  “A Brand is a unique idea, perceived in the minds and hearts of the consumer, consistently delivered by the experience,  creating a bond, power and profit, beyond what the product itself could achieve.”  Most brands started as products or services that handled some functional problem in the market, but as they matured and became more closely connected to their consumers, they evolved into a Big Idea, that fulfills consumers’ emotional needs. 

Slide1

It starts with the Big Idea of your Brand

The challenge I have for you is that if the best brands eventually evolve to defining a Big Idea for their brand, then why not just start there?   You should figure out your brand’s Big Idea and then everything in the company should feed off the Brand’s Big Idea.  The Big Idea (some call it the Brand Essence) is the most concise definition of the Brand.  For Volvo, it’s “Safety”, while BMW might be “Performance” and Mercedes is “Luxury”.  Below is the Tool I use to figure out a Brand’s Big Idea revolves around four areas that help define the Brand 1) Brand’s personality 2) Products and Services the brand provides 3) Internal Beacons that people internally rally around when thinking about the brand and 4) Consumer Views of the Brand.  What we normally do is brainstorm 3-4 words in each of the four section and then looking collectively begin to frame the Brand’s Big Idea with a few words or a phrase to which the brand can stand behind.big idea

As an example Apple’s Big Idea is about “taking the complexity and make everything simple enough, so that everyone will be part of the future”.  Accordingly, everything in the organization should line up to delivering a simple experience whether that’s the day they turn on the product, installing an App on an iPhone or when they show up at the store to ask questions from the Genius Bar. 

Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.

Slide1

Brands are able to generate love for their brand when the consumer does connect with the brand. I wish everyone would stop debating what makes a great brand and realize that all five connectors matter: promise, strategy, story, innovation and experience. The first connector is the Brand Promise, which connects when the brand’s main Benefit matches up to the needs of consumers.  Once knowing that promise, everything else feeds off that Promise.  For Volvo the promise is Safety, for Apple it is Simplicity and FedEx it might be Reliability.  It’s important to align your Strategy and Brand Story pick the best ways to communicate the promise, and then aligning your Innovation and the Experience so that you deliver to the promise.  To make sure the Innovation aligns to the Big Idea, everyone in R&D must be working towards delivering the brand promise.  If someone at Volvo were to invent the fastest car on the planet, should they market it as the safe-fast car or should they just sell the technology to Ferrari.  Arguably, Volvo could make more money by selling it to a brand where it fits, and not trying to change people’s minds.  As for the experience, EVERYONE in the company has to buy into and live up to the Brand Promise.  As you can start to see, embedding the Brand Promise right into the culture is essential to the brand’s success.  

  1. The brand’s promise sets up the positioning, as you focus on a key target with one main benefit you offer.  Brands need to be either better, different or cheaper.  Or else not around for very long.  ”Me-too” brands have a short window before being squeezed out.  How relevant, simple and compelling the brand positioning is impacts the potential love for the brand.
  2. The most beloved brands create an experience that over-delivers the promise.  How your culture and organization sets up can make or break that experience.  Hiring the best people, creating service values that employees can deliver against and hbbi twitter adaving processes that end service leakage.  The culture attacks the brand’s weaknesses and fixes them before the competition can attack.  With a Beloved Brand, the culture and brand become one.
  3. Brands also make focused strategic choices that start with identifying where the brand is on the Brand Love Curve going from Indifferent to Like It to Love It and all the way to Beloved status.   Marketing is not just activity, but rather focused activity–based on strategy with an ROI mindset.  Where you are on the curve might help you make strategic and tactical choices such as media, innovation and service levels.
  4. The most beloved brands have a freshness of innovation, staying one-step ahead of the consumers.  The idea of the brand helps acting as an internal beacon to help frame the R&D.  Every new product has to back that idea.  At Apple, every new product must deliver simplicity and at Volvo, it must focus on safety.  .
  5. Beloved brands can tell the brand story through great advertising in paid media, through earned media either in the mainstream press or through social media.  Beloved Brands use each of these media choices to connect with consumers and have a bit of magic to their work.

If we look at how the Apple Brand takes their Big Idea of “taking complexity and making it simple enough that everyone will be part of the future”

Slide1

The Big Idea helps Guide the Brand’s Management

The Big Idea should help frame 1) Brand Plan that drives the business for the upcoming year or the next 5 years 2) Brand Positioning that connects to the consumer through marketing communications 3) Customer Value Proposition that links the consumer needs to the benefits of the brand 4) Go-To-Market strategy that frames the distribution and the selling process 5) Cultural Beacons that help define the brand internally through values, inspiration and challenge and finally 6) Business Results, with each brand offering a unique way that it makes money.   Each of these six needs feed off the Brand’s Big Idea look to the definition as a guideline for how to align to the brand.

Slide1

When you begin to blow this out one step further, you can start to see where everyone in your organization should align and understand how they can deliver the brand’s Big Idea.  If you’re in finance at Volvo, you should be thinking about how to make safe cars cheaper, if you’re in HR at Starbucks, you should be hiring people that deliver moments and if you’re working at the Genius Bar at Apple, you have to make sure your language choices are simple and easy to understand.

Slide1

Once you align everything to the Brand’s Big Idea, you’ll create a strong bond with your consumers.  That bond becomes a source of power for your brand, whether that power is with the very consumers who love your brand, versus retailers, suppliers, competitors, influencers, employees or even versus the media.  

Slide1

Once you’re able to generate power for your brand, you can then turn that into profit, whether driving price, cost control, market share or increasing the market size.

You should align and manage every part of your Organization around your Brand’s Big Idea

 

Slide1

Do you want to be an amazing Brand Leader?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

*Brand DNA first seen at Level5 Strategy Group

blog ad 1

 

Continue Reading

Six Habits of Great Brand Leaders

facebook adHaving spent 20 years in the CPG world of marketing, I’ve seen almost a thousand Brand Leaders over the years.  On the way up, I tried to emulate what I thought were the best traits and avoid what I saw as weaknesses.  And at the senior level of marketing, I hired tons of Brand Leaders, promoted many and even had to fire a few along the way.  I’ve been a Brand Coach the past few years, working closely with Brand Leaders.  And I consistently see these six habits at any level, that separate those that are GREAT from those that are just GOOD.

Habit #1:  GREAT Brand Leaders push for focused choices, using the word “or” and rarely using the word “and”.  

Everyone says they are good decision makers, but very few are.  If you present an either-or situation to most brand leaders, they struggle with the decision, so they say “let’s do a little of both”.  But in reality, what separates out a great brand leader from the pack, is great brand leaders know that decision-making starts with the choices where you have to pick one, not both. At the core of business, Brands only exist to drive more profit than if we just sold the product itself.  It’s all about ROI (Return on Investment).  Forget the mathematical equation, ROI just means you get more out of it than you put into it.  Every brand is constrained by money, people, speed and ideas.  It becomes all about focus, leverage and finding that gateway point where you realize more from what you do, it than what you put into it.

FOCUS, FOCUS, FOCUS!!!

  1. To be GREAT, you need to focus on a tight consumer target to make sure you can get them to do what you hope and love you for it.  A new way to think is to find those consumers that are already  highly motivated to buy what you have to sell and get them aboutus_roi_70812766-300x228to love you, rather than targeting everyone and get them to like you.  Look at how marketing testing is set up:  we test among the mass market and see how many we can persuade to use your product. The reality is that leading brands within each category are more loved than the pack of brands struggling to figure themselves out.  It’s better to be loved by a few than tolerated by everyone.  I once talked to a bank whose target was 18-65, current customers, new customers and employees.  That’s not a target.  How can you have a ROI if you’re spreading your limited resources against EVERYONE?  The only thing missing from that target is tourists and prisoners.  You have to matter to those who care the most.
  2. To be GREAT you need to focus on creating a tightly defined reputation that sets your brand up to own an area.  You really only have four choices: better, different, cheaper or not around for very long.  Giving the consumer too many messages about your brand will confuse them as to what makes your brand unique.  Trying to be everything to everyone is the recipe for being nothing to no one.  Today they estimate that consumers receive 7,000 brand messages a day.  Wow.  How many of those 7,000 do you engage with and digest each day?  Maybe 5.  And yet, in your creative brief you think 3 or 4 messages is the way to go.  You have to focus on one message. When you ask a room full of Brand Leaders, tell me one word that defines the Volvo brand:  half the room yells out SAFETY.  Volvo has been singularly focused on the safety positioning since the 1950s not just externally but internally the safety positioning guides every decision.  That’s focus.
  3. You need to focus on very few strategies.  The most simple strategies center around Penetration (getting new users) or frequency (getting current users to use more).  Do you want to get more people to eat your brand or those that already do to eat more?  That’s a choice you must make, yet I see so many Brand Plans with both.  Even worse is when I see creative briefs with both.  These are two different unrelated strategies. When you look for new users, you have to convince someone who already knows about your brand and get them to change their minds away from their current brand.  When you try to get more usage, you have to convince someone who has already decided how to use your brand, to use it differently, changing their habits or rituals.  Brands need to understand where they sit before picking strategies.  Go look at your plan and see if you are making choices.  Because if you’re not, then you’re not making decisions.  

When you focus, four things happen for your brand:  better Return on Investment (ROI); better Return on Effort (ROE); stronger reputation; more competitive and an aligned organization that helps create an experience that delivers your reputation.  So next time you are faced with a decision, make the choice. Don’t pick both, just in case you are wrong.  All you are doing is depleting your resources by spreading them across both choices.  And you’ll never see any movement on your brand so you’ll never find out if you were right or wrong.  Make the choice.  blog ad 1

Habit #2:  GOOD Brand Leaders represent the Brand to the Consumer, but GREAT Brand Leaders represent the consumer to the Brand

Everything starts and ends with the consumer in mind.  I always like to ask Brand Leaders:  “Do you represent your brand to your consumer or do you represent your consumer to the brand?”   Yes, I get stunned looks of confusion when I ask that.  But it’s an important question as to your mindset of how you do your job. bbi twitter ad My challenge to you is to start thinking like your consumer and be their representative to your brand.  You’ll notice the work gets better, you’ll see clearer paths to growth and you’ll start to create a brand that the consumer loves rather than just likes.  When this happens, sales go up and the P&L spits out higher profitability.  Because the more loved the brand, the more powerful position it occupies and the more profit it can generate from that source of power.  

Able to walk in their shoes and speak in their voice?  Get in the shoes of those Consumers and you’ll quickly realize that consumers do not care about what you do, until you care about what they want.  You should be thinking about your consumer every day, all day.  Yes, you need to hit your sales and share goals.   But your consumers are your only source of revenue and you have to know them intimately.  Live and breathe insights about your consumers.

Habit #3:  GOOD Brand Leaders are fundamentally sound with their facts, but GREAT Brand Leaders are fundamentally sound with their instincts.  

I am a huge believer that marketing fundamentals matter–in fact I train Brand Leaders on everything from strategic thinking to writing brand plans and creative briefs.  But that’s a starting point to which you grow from.  If you don’t use fundamentals in how you do your job, you will and should be fired.  So Good Brand Leaders do a good job of bringing fundamentals into how they do their job.  They know how to back up the fundamentals by gathering the right facts to support their arguments.  But GREAT Brand Leaders are able to take it to the next level and bring those same fundamentals and match them against their instincts.  They have a gut feel for decisions they can reach into and bring out at the boardroom table based on the core fundamentals, the experience they bring from past successes and failures as well as this instinctual judgement.  It’s not that great marketers have better instincts, it’s that great marketers are able to believe in their instincts and not shut them down because of what the facts might say.

 

Habit #4:  GOOD Brand Leaders try to do it all themselves.  GREAT Brand Leaders don’t do anything by themselves but they inspire others to do great work

I was one of those Brand Leaders that spent the first part of my career trying to do everything, and the second half of my career trying to do nothing.  inspireI wasn’t slacking off but I finally figured out that the secret was to inspire others.  I fully admit that I was much more successful when I learned to do nothing, but do it really well.  Instead of giving people answers to follow, give them the problems that requires their expertise in solving.

As Brand Leaders, we don’t really know much about anything.  We know a little about this and that.  But purposefully, we are generalists.  And then if we surround ourselves with experts, we owe it to ourselves to ask for their help. Put another way:  when you tell people what to do, there is one simple answer: YES.  When you ask people what they would do, you open yourself to hundreds of solutions you might not even have imagined.  

The next time you have a problem, instead of giving the best answer to the experts, try to come up with the best question and then listen.

Habit #5:  The GREAT Brand Leaders create GREAT Brand Leaders on their team.  

While you might think that having a great product, the right strategy and a winning TV ad will drive your brand, the long-term success of your brand is dependent is how good your people are.  plan adIf you have great Brand Leaders, they will be on top of your business, they will make the necessary strategic course corrections, they will create better executions that connect with consumers and drive profitable growth for your brand. One of the best ways to drive long-term business results from your brands is to make sure you have a strong marketing team in place.  GREAT Brand Leaders understand the very simple equation:  better people means better work and that means better results.

Habit #6:  GREAT Brand Leaders have a desire to Leave a Legacy

I’m always asked so what does it take to be great at marketing, and I’ll always jokingly say “well, they aren’t all good qualities”.  The best marketers I have seen have an ego that fuels them.  That’s not a bad thing, as long as you can manage it and the ego doesn’t get out of control.  I always challenge Brand Leaders to think of the next person who will be in their chair, and what you want to leave them.  When you create a Brand Vision, you should think 10 years from now, advertising campaigns should last at least 5 years and the strategic choices you make should gain share and drive the brand to a new level.  Yet, the reality is you will be in the job for 2-4 years.  When you write a Brand Plan, you should think of the many audiences like senior leaders, ad agencies and those that work on your brand, but you also should think about the next Brand Leader.  What will you do, to leave the brand in a better position than when you took it on?  What will be your legacy on your brand?   

Always Push for Great and Never Settle for OK

 

Slide1

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

strategy ad

Continue Reading

Worst Ad Ever: I promise I would never let you make this ad

If you made this ad, you should be fired.  If you are the Brand Leader, this did nothing for the Lexus brand.  If you are the agency, you let your client down–and likely they are now about to get fired. 

 

Advertising looks easy, but it’s not.  

Good Advertising is not random, it is well planned. The best Advertising is an expression of strategy, that should have a goal for the brand.  It should also have a target market, supported by a key consumers insight that connects with the target.  And it should serve up the main benefit through the advertising.   bbi twitter adAdvertising is commercial art, which really means it’s half art and half science, but it is never all art.  That’s called a museum, not my TV set. Advertising is not “out of the box” creativity, in fact it is a form of “in the box” creativity, where the strategy and creative brief create a box for the creatives to find a solution.  The best creative people at agencies are not blue sky thinkers, but rather problem solvers.  

I come at this from the vantage of a fellow client.  I’m not an Ad Agency guy, never having worked a day at an agency in my life.  But I do give coaching on Advertising for clients, and I’d never ever let you make this spot.  In my role, I get asked a lot:  “So what is it that makes someone good at advertising?”.  I always think people are looking for some type of magical answer, but the answer I give is always very simple yet if you think about it very complex:  “They can consistently get good advertising on the air and keep bad advertising off the air”.  

This Lexus ad should have been rejected!  When I look at the Lexus ad above, I should almost be able to write the brief and at least answer these questions:

  1. Who Do We want to sell to?  (target)
  2. What are we selling?  (benefit)
  3. Why should they believe us?  (RTB)
  4. What Do We want the Advertising to do?  (Strategy)
  5. What do Want people to do?  (Response)
  6. What do we want people to feel?   (Brand Equity)

I have no idea of the target, the benefit or what they hope the advertising does.  I don’t even know what they want people to do.  Lexus competes with 3 other brands with very well-defined brand positions:  BMW is all about performance, Mercedes owns luxury and Volvo screams safety all the time. While Lexus came into the market with stylish designs and at a new reasonable price, I’m no longer sure what the brand stands for.  (Lexus is my favourite car I’ve ever owned so far)  

Finding your Difference is not easy

good-vs-different-1I’m always pushing to make ads that are unique, but there is a fine line you have to walk between good-different and bad-different. To be good and different, you need to make what you do really interesting.  This Lexus ad is somewhat different (more weird than different), but it is awful. The ad has nothing to do with the consumer, nothing to do with the brand. It hides the product so much that you would think the client and agency both feel there’s nothing really great to say about the brand.  Can you find advertising that shows how much consumers love the brand?       

The car brand that consistently does Different-Good is Volkswagon who finds unique ways to showcase how much love their consumer feels for their brand. Here’s a couple of great examples for VW:

The ABC’S of Advertising 

Here’s a potential tool you can take into the room that is very easy to follow along.  You want to make sure that your ad delivers on the ABC’S which means it attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.  

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
Slide1
Attention

Buying media and putting something on air does not attract attention for your ad.  Why would consumers want to listen to what you have to say.  strategy adYou have to EARN the consumers’ attention.  The best way to grab Attention is to take a risk and do something not done before. Here are the 5 ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   kitkat
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
Branding

There is an old advertising saying “half of all advertising is wasted, but we aren’t sure which half”.  Coincidently, the average brand link is 50%.  Our goal should always be to get higher.  The best Branding comes when you connect the Brand to the Climax of the ad.   It’s not about how much branding or how early the branding arrives.  

  1. 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, but rather how closely connected the brand to the climax of your ad.
  2. 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.
  3. Own the Idea Area:  Be a bit different—make sure that what you do sets you apart from anyone else. 
  4. Repeat:  don’t be afraid of building your brand—and the simplest way to get branding is to repeat and repeat and repeat.
Communication

Communicating is about selling.  Keep in mind, communication is not what is said, but what is heard.  The best way to Communicate is through Story Telling that involves the brand.  The modern-day world of the internet allows richness in story telling.  

  1. Start a Dialogue:  If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer.
  2. What are you Selling?  You have to keep it simple—you only have 29 seconds to sell the truth.  Focus on one message…keep asking yourself “what are we selling”.drill
  3. Powerful Expression:  try to find one key visual that can express what you are selling.  This visual can be leveraged throughout
  4. Find Your “More Cheese”:  Many times its so obvious what people want, but we just can’t see it or articulate it. 
  5. Sell the Solution—not the Problem:  Brands get so wrapped up in demonstrating the problem, when really it is the solution that consumers want to buy. 
Stickiness

We all want our ads to stick.  You need to adopt a mindset of “will this idea last for 5 years”.  The Best way to Stick is to have an idea that is big enough.  You should sit there and say is this a big idea or just an ad?

  1. Dominant Characteristic:  things that are memorable have something that dominates your mind (e.g.:  the red-head kid)
  2. How Big Is the Idea?  Its proven that a gold-fish will get bigger with a bigger bowl.  The same for ideas.
  3. Telling Stories:   While visuals are key to communicating, in the end people remember stories—that’s how we are brought up—with ideas and morals that are designed to stick. 
  4. Always Add A Penny:  With each execution, you have a chance to add something to the branding idea.  Avoid duplicating what you’ve done…and try to stretch as much as you can. 
  5. Know Your Assets:  There has to be something in your ad that stick Know what that is and then use it, in new executions or in other parts of the marketing mix.

Yes, the Lexus ad is beautiful shot, likely very expensive–both in production and media.  But it’s so subtle, it won’t catch attention, there’s no way it’s going to brand link or really communicate.  Strike that, since I’m still not sure what the ad is communicating, there’s no way it will communicate.  Add all that up and it won’t stick at all.

At Beloved Brands, ask us how we can act as a Creative Coach for you, helping you and your agency get to great creative Advertising

 

To see a training presentation on Get Better Advertising: 

 

If you are in the mood to see stories on great advertising, here’s a few other stories:

 
 Slide1

 

 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 
blog ad 1
Continue Reading

10 Ads that just might make you Cry

imagesIn a world of big data, we tend to forget that Advertising is half art, and half science.  While I respect analytics, I also admire instincts.  As Brand Leaders, we are after growth and profit for our brands.  Yes, advertising should persuade, sell or create an idea in the consumers mind.   But for the most Beloved Brands, it also should connect and create a bond with consumers.  Because that bond gives the brand power, not just with the very consumers it connects with, but the retailers, suppliers or against the competitors.  And from that power, it can drive stronger share, command a price premium or enter new categories, all leading to higher growth and profits.  Here are some ads that create a nice bond with their consumers, and each of them tightly connected to what the brand does for the consumer.

Budweiser “Trainer”

The most popular Super Bowl ad this year was the “Puppy” spot, but if you ask me, it pales in comparison to this spot.  Nicely told story.

Sick Kids Hospital

One of the best hospitals for children in the world, Sick Kids does a good job in using “quiet” as an attention grabber.  I was busy in another room when I first heard this song and it made me go into our TV room to see what the ad was.  Sometimes we re-do songs to make them sound exactly the same, but sometimes it can be even more powerful to re-do them in a unique way. 

John Lewis “Christmas 2011″

Every Christmas, British retailer John Lewis has been releasing campaigns around Christmas.  To me, this one is the best, especially the ending. John Lewis is an employee-owned retailer, with a very unique culture that delivers on the brand.  To read more on John Lewis, follow this link:  John Lewis story

Google Super Bowl 2010 “Parisian”

If you’re a sucker for a good romantic comedy, this should work on you.The irony of Google, is they have done some of the best Ads this century–most notably the Google Parisian spot, which they aired during the Super Bowl a few years ago.  That spot was deeply engaging, showing how much we rely on Google in our lives.   I love this spot.  There’s quite a few good google ads out there.  If you want to see more….ummm….just google them.

Thai Insurance “Deaf Dad”

A very beautifully told story about a teenage daughter who maybe struggles to understand what her dad offers and doesn’t offer.  While overly dramatic, it brings a nice sweet twist in the end.

Canadian Tire “Bike Ad”

We can all remember our first bike and how special it is. In Canada, Canadian Tire was that store, prior to Wal-Mart entering the market.  Sadly, Canadian Tire can no longer deliver on this promise, because it now resembles Wal-Mart–no longer where you go for your first bike, but rather a place to buy Tide when it’s on sale.

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye. Only a few months after the tragedy of 9/11, as it pre-occupied our minds, this ad takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC.

Bell “Dieppe”

It’s a bit dated now, but back in the mid 90s we were still excited we could call from anywhere.  I’ve been to that beach in Dieppe and it does command such intense feelings.  While this is just an ad, I do wish that utilities would try harder to connect with consumers at every stage of the consumer’s buying journey.  We see many tributes to the soldiers, but this one unique thanks one who served long ago.  

Pfizer

A beautiful little spot that leads you to think the ad is about a juvenile delinquent, when really it’s a good kid doing something nice for his sister. 

Google India “Happy Birthday”

Here is a new Google ad where there is no English at all and yet the story is easy to follow.  If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video.  I watched it without understanding one word that was spoken and I was able to follow along.  And i cried.

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Hopefully a few of these spots made you cry.  And if you need cheering up now, here’s 5 ads that might give you a bit of a chuckle.  5 Ads that will make you burst out laughing

Slide1

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help coach you on Advertising or ask how we can help train you to be a better brand leader.
Continue Reading

That was not the Best Super Bowl…for ads either

superbowl-2014-logoWell, we know from the start that was not the best game.  I would say the half time show was great and hopefully Bruno Mars gained some new fans around the world.  But for those of us watching the TV ads, they weren’t that good.  There were quite a few mediocre ones, and a few copy cats of their own campaigns but not as good as the prior year ads.  I’m a big fan of Advertising, so trust me I wanted to like them more than I did. There just wasn’t an ad that we’ll talk about for five years, not like the Betty White Snickers ad or the Dodge Farmer Ad.  If you liked the ads better than I did, feel free to tell me which ones and why.

Here are the best ones:

Coke “America”

I really liked the Coke ad.  It’s quiet, but I think it stands out among all the gag style ads where brands appear to be trying too hard.  It has sparked some controversy on-line with a few people objecting to “America the Beautiful” being sung in various languages. But Coke is as global of a company as you can find.  So this not only speaks to Americans but all those around the world looking at Coke as being that link to America.  I’d give this a solid A, mainly because I think it takes guts to do this ad.

 

Doritos “Finger” 

This is a very good ad, fitting with the personality of the brand, and a cute gag that is sure to make us all laugh. It also involves the brand nicely.  I’d give it an A-.  It’s cute, but we might not remember this one a year from now.

 

Heinz “Bottle”

It’s great to see Heinz make a move onto the big stage.  They’ve struggled the past few decades, once we figured out their taste could be duplicated. But this really ties in perfectly to the heritage of the brand, and even given a new modern twist.  It’s cute and let’s give it a nice B+.

 

Budweiser “Puppy”

This one seems to be winning all the on-line votes for best ad, that might be indicative that there was nothing great. I might be over-thinking this one, but doesn’t it seem a lot like last year’s Budweiser spot where the horse kept running back to the owner.  While last year’s brought a tear to my eye, this one just made me smile. I’m going a solid B.

 

Here’s last year’s Budweiser ad.  Don’t you think it’s similar, and better. Still makes me cry.

Budweiser “Home Coming”

This was pretty good, just not amazing. I’m not sure it tugged at the heart enough.  Feels like we’ve seen others over the years that were better. I’d give it a solid B.

 

The rest of the ads were C’s and D’s, maybe a few F’s.  Here’s to a better game for next year, and better ads.  I realize we aren’t going to get Dodge “Farmer”.  To me, this is one of our best ads of the century so far. Here’s what an A+ looks like.

 

Here’s to next year’s game.  May it bring better football and better ads.


Slide1

Do you want to be an amazing Brand Leader? We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you.

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to run a workshop to find your brand positioning or ask how we can help train you to be a better brand leader.
Continue Reading