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. Adverting that builds 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 advertising:
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.
You will find this type of thinking in my book, Beloved Brands.
I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.
Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a marketing plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
- How to think strategically
- Write a brand positioning statement
- Come up with a brand idea
- Write a brand plan everyone can follow
- Write an inspiring creative brief
- Make decisions on marketing execution
- Conduct a deep-dive business review
- Learn finance 101 for marketers
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At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.
Help create a brand positioning statement that motivates consumers to buy and gives your brand an ownable competitive advantage.
Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth
Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey
Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan
Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.
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