10 emotional ads that leave you with goosebumps

Posted on Posted in Beloved Brands in the Market

emotional advertisingWhen brands say they want emotional ads, I usually say “I can’t wait to see this emotional creative brief you wrote.” Without digging deep to understand the emotion and consumer insights beneath the surface, asking for an emotional ad, feels like a random game of chance. To get emotional ads that work for you, you must understand the emotional space your brand wishes to own and then layer in emotion-based consumer insights.

Do you understand the emotional space your brand can own?

Below you will find a list of 40 potential emotional benefits. From my experience, marketers are better at finding the right rational benefits than they compared with how they work at finding emotional benefits. As a brand, you want to own one emotional space in the consumer’s heart as much as you own a rational space in the consumer’s mind. When I push brand managers to get emotional, they struggle and opt for what they view as obvious emotions, even if they do not fit with their brand. I swear every brand thinks their brand should be the trusted, reliable and likable.

The emotional benefits cheat sheet

Emotional benefit Cheat Sheet

I have used Hotspex research methodology to create an emotional cheat sheet with eight emotional consumer benefits zones, which include optimism, freedom, be noticed, be liked, comfort, be myself, be in control, and knowledge. Use the words within each zone to provide added context.

Brands must own a space in the consumer’s heart. Brands should own and dominate one of these zones, always mindful of which zone your competitor may own. Do not choose a list of emotions from all over the map or you will confuse your consumer. And, use the supporting words to add flavor to your brand positioning.

Ten emotional ads that work

Here are ten emotional ads that do a fantastic job going into the emotional space, whether it’s a mass retailer, a utility or a shoe company. They do a nice job of connecting the consumer tightly to the brand. While the ads do that, does the brand do what it takes to back it up when you experience that brand? In some cases, yes, but not all.

Google “Paris”

For all the romantics, this is one of the best ads. They tell the complete story through google searches, with a few surprises like the airline ticket, wedding bells and of course the baby. Extremely creative.

 

Nike’s “If You Let Me Play”

Nike released this inspiration way back in 1995, outlining the benefits of having girls play sports. Brands such as Always “throw like a girl” were inspired by this type of message.

P&G “Thank you mom”

Back in the 2012 London Olympics, P&G was making an attempt at a Master Brand strategy. This is a beautiful Ad, that is a nice salute to moms around the world, whether your child is an Olympian, or not.

Ram “Farmers”

Aired during the Super Bowl, it’s one of the best spots I have ever seen. Using Paul Harvey’s storytelling hit a positive vibe with Farmers and Americans in general. The simplicity of the idea, yet storytelling at it’s best.  They didn’t over-do the branding, but consumers were so engaged in the ad, they were dying to know who is it that’s telling this story. While everyone else is being loud, maybe being so quiet stands out. 

Canadian Tire “Bike Ad”

This ad makes me cry every time. 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. Now, Canadian Tire can’t deliver on this promise, because it now resembles Wal-Mart. No longer is it where you go for your first bike, but rather where you go buy Tide when it’s cheap.

Bell “Dieppe”

Wow, a utility delivering an ad that gives you goosebumps. I have been to that beach in Dieppe and it does command such intense feelings. As you can tell from the phone at the end, this was in the early days of Cell phones, trying to link the idea of connecting anywhere. 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.  

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 unique culture that delivers on the brand.  

Budweiser “9/11”

Aired only once, only a few months after 9/11 the context of this ad is paramount to the emotion. An amazing salute, by the brand, to the heroes of 9/11.

Pfizer “More than Medication”

A nice twist. The ad appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.

Nike “Find your Greatness”

Aired during the 2012 Olympics, this ad was a very high risk but also ran counter to all the athlete ads. There are many types of motivation, for some of us, Michael Jordan is the inspiration. But not all of us are Michael Jordan. This kid running is the average person that gets out there and makes it happen. My hope is that it inspires you do get out there and “just do it”, on your own terms.

To learn more about this type of thinking, you should explore 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.

Beloved Brands book

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

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And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

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.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

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 brand 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.

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.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

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

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

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

The 3 best ads of the 2016 Olympics: Gold, Silver and Bronze

Posted on Posted in Beloved Brands in the Market

2016_Summer_Olympics_logo.svgOver the two weeks of the Olympics, there are just a ton of ads. After a while they all blur together. It would be easy to make an Olympic ad, if the goal was just to fit in. Show a little bit of the athlete’s background story,  some footage of the athlete’s accomplishments, then show how this all fits to the brand (even if it is not a natural fit, try anyway) and then cut to black screen at the end with the logo with a tagline come up.

Ta-da. You have a classic Olympic ad.

This type of ad is what I would consider “good but not different”. While you might enjoy watching it and think “I like that ad”. However, after seeing 38 identical ads over the next 2 hours, you won’t remember anything about any of the ads. With such a sea of ads, only the ones that are very different will stand out. The second thing I would stress is that the ad has to fit with the strategy of the brand. The ideal sweet spot is both Smart and different.

As a Brand Leader, you should always be thinking of ways for your marketing communication to break through the clutter and use your brand story to move the consumer. During the Olympics, the objective of these iconic brands is to continue to tug at the heart of your own consumers. You’re not really going to sell to new consumers, but rather re-enforce to those who already love you. With that, you sure better be on when it comes to what your brand is all about.

The best Marketing breaks through the clutter (Attention) links closely to the brand name (Branding), communicates main message (Communication) and makes brand seem different (stickiness).

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Bronze Medal:  “Thank You Mom” by P&G

Sure it is a basic pool out of the previous two Olympic Games but it is still working. This spot is high on attention and branding as people are now looking for these spots, grabbing the tissues and enjoying these spots. They don’t communicate a ton about the brand, but they have high stickiness, as evidence by sharing (21 million views on Youtube) and talk value at the lunch table. Plus, I still get a slight tear in the eye.

 

Silver Medal: “Unlimited Together” by Nike

Imagine a brief that says “we want to do an ad about the basketball team that screams patriotism…and make it different from anything else”. The first part of that brief would be easy to gather up all the cliches. The second part is extremely difficult. This is a beautiful Nike spot, with Chance the Rapper doing a take on “America the Beautiful”.  Nice visuals, a different look at the behind the scenes of the team. They have nailed it, fitting nicely into Nike’s Unlimited campaign.

 

Gold Medal: “Unlimited Youth” by Nike

Out of all the ads this year, this one resonated the most with me. If an 86 year old doing Iron Man races is not enough to get your butt off the couch, I’m not sure what is.

 

That’s right: Nike gets my gold and silver.  I saw quite a few other good ads along the way. What is amazing is that Nike is not an official sponsor of the Olympics. They keep stealing the show, without paying the IOC fees.

Here are the Honorable Mentions

 

Apple launched a great new campaign this summer, during the Olympics, but would be hard-pressed to call it an Olympic ad. I love it, and it certainly made me watch. During the most divided year I can remember, this Apple ad does a nice job in bringing the world together.  Have a look.

 

It looks like Coke had the same brief as Apple. Another nice spot for them. However, it does not seem to have gotten the necessary break through. (only 57k views)

 

I also liked the Gillette spot, that showed the darker side of how hard these athletes work. It narrowly missed my podium, because I think it will fit in, more than it will stand out. Fits nicely with the “The Best a Man can Get” brand idea. Well done.

 

To read more on Marketing Execution, have a look at our workshop presentation.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands

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Nike has a history of dominating the Olympics, without paying a dime to the I.O.C.

Posted on Posted in Beloved Brands in the Market

 

article-0-146ECD57000005DC-749_634x354I am not the biggest fan of sponsoring the Olympics. Sponsors pay a ton of cash to IOC, to have a few signs in the stadium and for the right to pay double the value of the TV ads during the games.  Sure, you get a few good slots, but many bad slots as well. Yes, if you can get your ad near the 100m dash finals or the Basketball finals, then you might get the viewership of a Super Bowl. However, the Olympics has great viewer fatigue. We will find ourselves watching Sudan versus Malta in Fencing at some point around day 9, with our eyes in a slight fog, before we ask ourselves “What am I doing?” I have always thought,  unless you are a sponsor that is closely connected to the sporting events, is it really worth the price?

Following that logic, it should make sense for Adidas, right?  Adidas has been the long term Olympic sponsor and seems like the perfect fit. However, what Nike has been doing the past few games has been brilliant. Instead of paying the huge fees to the Olympics and the insane extra cost of TV ads, they decided to ambush the Olympics. In 2008, with the soaring heat in Beijing China, they knew that consumers would seek shelter in air-conditioned malls, where Nike dominated with massive signage and murals. Adidas was nowhere to be found. Nike also sponsored Liu Xiang, one of China’s most popular Olympic athletes. Respondents said that they wanted to buy Nike because they associated Liu’s success with the type of athletic gear he uses and they want to be like him.  Sounds like the impact of Air Jordan’s in America. The ambush was so successful that in a survey of who the main sponsor for sports equipment, 50% named Adidas and 40% named Nike. On top of that, Nike’s guerrilla warfare on the games of 2008 forces the IOC to chance the rules for Vancouver, saying that no one but Olympic sponsors could have any ads within 150 miles of Vancouver. That makes me love Nike even more, and hate the IOC even more.

This is Nike TV ad, which never mentions the Olympics, but sure walks that fine line of feeling like an Olympic sponsorship ad.

 

So fast forward to 2012 and Nike was at it again.  When the Team USA men’s basketball team is playing, Nike’s Jordan brand was live-tweeting about the game with sporadic tweets that  contain pre-planned brand content and links. Nike also released a campaign about “London”, not just about London England but all the London’s around the world. Again, this walks a fine line in giving the impression that they are an Olympic sponsor.

 

Nike also won the prize for the most memorable ad of the 2012, with an amazing piece of creative that speaks to how the average person feels about running. It featured a 12-year old from London Ohio, filmed with one shot against a voice over. And yet it is extremely creative and inspiring. This is not a super human. This is what average looks like. Here’s a kid that’s 5 foot 3, 200 pounds, trying to get in shape. Not for the games of 2024, but just to get in shape. We can all relate to this kid. None of us are going to the games, but we can each push ourselves to get a bit better and find our own greatness. This is one of my favorite ads of all time.

 

It will be interesting to see whether Nike will have success with the Rio games. While Adidas holds the main sponsor role, Nike will outfit the US Olympic team. Do you find that there is just such advertising clutter and confusion over sponsors that Nike would be granted relative sponsorship status without doing anything?  Although social media was important during 2012, it is now arguably the most crucial platform for brands to showcase their participation. This is perfect for Nike, who is one of the most Instagrammed brands in the world, with over 50 million followers on Instagram, compared to Adidas, with under 10 million. Facebook, however, appears to level out the playing field, with both brands almost on a par in terms of “Likes”. Developing creative content for social media will go a long way in appealing to the core millennial demographic and encouraging consumer engagement. The peace is on.

 

What’s your view?

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

 

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

GR bio Jun 2016.001

10 Ads that will definitely leave you with goose bumps (get some tissues ready)

Posted on 2 CommentsPosted in Beloved Brands in the Market

goosebumps-101027-02When clients say they want emotional advertising, I usually say “I can’t wait to see this emotional brief you wrote”. Without understanding the emotional space you wish to own in your consumer’s heart, asking for an emotional ad, feels like a random game of chance.

Here are ten ads that do a fantastic job going into the emotional space, whether it’s a mass retailer, a utility or a shoe company. They do a nice job trying to connect the consumer tightly to the brand. While the ads do that, does the brand do what it takes to back it up when you experience that brand? In some cases, but not all.

Google “Paris”

For all the romantics, this is one of the best ads. They tell the complete story through google searches, with a few surprises like the airline ticket, wedding bells and of course the baby. Extremely creative.

 

Nike’s “If You Let Me Play”

Nike released this inspiration way back in 1995, outlining the benefits of having girls play sports. Brands such as Always “throw like a girl” were inspired by this type of message.

 

P&G “Thank you mom”

Back in the 2012 London Olympics, P&G was making an attempt at a Master Brand strategy. This is a beautiful ad, that is a nice salute to moms around the world, whether your child is an Olympian, or not.

 

Ram “Farmer’s”

Aired during the Super Bowl, it’s one of the best spots I have ever seen. Using Paul Harvey’s story telling hit a positive vibe with Farmers, and Americans in general. Simplicity of idea, yet story telling at it’s best.  They didn’t over-do the branding, but consumers were so engaged in the ad, they were dying to know who is it that’s telling this story. While everyone else is being loud, maybe being so quiet stands out. 

 

 Canadian Tire “Bike Ad”

This ad makes me cry every time. 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. Now, Canadian Tire can’t deliver on this promise, because it now resembles Wal-Mart. No longer is it where you go for your first bike, but rather where you go buy Tide when it’s cheap.

 

Bell “Dieppe”

Wow, a utility delivering an ad that gives you goosebumps. I have been to that beach in Dieppe and it does command such intense feelings. As you can tell from the phone at the end, this was in the early days of Cell phones, trying to link the idea of connecting anywhere. 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.  

 

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.  

 

Budweiser “9/11”

Aired only once, only a few months after 9/11 the context of this ad is paramount to the emotion. An amazing salute, by the brand, to the heroes of 9/11.

 

Pfizer “More than Medication”

A nice twist. The ad appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.

 

Nike “Find your Greatness”:

Aired during the 2012 Olympics, this ad was very high risk, but also ran counter to all the athlete ads. There are many types of motivation, for some of us, Michael Jordan is the inspiration. But not all of us are Michael Jordan. This kid running is the average person that gets out there and makes it happen.My hope is that it inspires you do get out there and “just do it”, on your own terms.

 

To see a training presentation on getting Better Marketing Execution, click on the link below

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

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The Under Armour brand is kicking butt on athlete endorsements

Posted on Posted in Beloved Brands in the Market

Under_armour_logo.svgFull respect to the Under Armour brand, who have gone from an “under the equipment” materials business to one of the coolest sports businesses.  How did under-shirts ever become cool?

Love the entrepreneurial story: Under Armour, started by Kevin Plank in 1996, ran the first year out of his grandmother’s basement in Baltimore. Plank was a Running Back in College and got tired of his sweat soaked tee shirts. Noticing that his shorts remained dry in practice, he was inspired to make a T-shirt using moisture-wicking synthetic fabric. Like an entrepreneur, he sold the materials directly out of the trunk of his car, up and down the east coast. Hard work. Pretty soon, the best athletes gravitated to the brand and started to wear Under Armour. Everyone began noticing and the tipping point happened quickly.  The authentic sports brand was born.

Under Armour could have stayed small, but instead has jumped into the big arena going up against Nike and Adidas in the sports garment industry. Half the US share of Nike, but on the verge of over-taking Adidas for the #2 slot. And the brand is celebrating year 20.

Capturing athlete endorsements is a big bucks gamble, a bit like signing a top draft pick and hoping they can catch the ball. Look at any draft and half the first round makes it. Under Armour’s first big attempt to land a top dog was their bid for Kevin Durrant, but he ended up with Nike. But now they were in the game.

Most people start deciding what sports brand they want to get behind in High School or College, then stick with it the rest of their life. So, the 15-25 year old is the target of all your athlete endorsement. Whether by good solid scouting, a bit of luck and hard work, let’s look at the amazing roster of Under Armour.

The Under Armour Roster

So which athlete does the 15-25 year olds love? Steph Curry. Under Armour has him, signed at $4 Million a year compared to Kevin Durrant’s $30 Million per or Adidas with James Harden at $20 Million per. As reigning NBA MVP and likely headed for a second straight he is a human-highlight reel every night. His Curry One shoes are selling through the roof.

Who is the best golfer on the planet?  Jordan Speith is 22 years old and just won two majors in 2015. Plus, he’s American. While Nike has Rory McIlroy for 10 years at $25 Million, Under Armour signed Spieth to a 10 year deal that is completely incentive driven, tied to performance. They initially offered him a 25 year contract.

Who is the best football player and certainly the one generating the most press?  Cam Newton. Yes, he’s polarizing and controversial, but only if you’re over 25. He is beloved by the teens. Under Armour has him.

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Who is the best hockey player on the planet? Goalie Carey Price. His injury alone this year has seen the complete collapse of the Montreal Canadiens. Under Armour has him.

Who is the best baseball player?  Bryce Harper. He’s likely the Cam Newton of baseball, high on controversy but an athletic freak at the plate. Under Armour has him. Best baseball pitcher?  Clayton Kershaw with the cool locks flowing with every pitch for the Dodgers.

Add Julio Jones, Dee Gordon, Sloane Stevens and even Misty Copeland in dance.

Speaking of Misty Copeland, here’s a defining brand changing moment TV ad (nearly 10 million views):

 

No doubt Nike’s roster is impressive. But they would kill to have this roster for the next 5 years. As for Adidas, they are likely scrambling to repair their roster. And maybe trying to hire the Under Armour scouts.

So are you now seeing how an underwear company has become a very cool brand? 

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter.custom_business_card_pile_15837 We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

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The 10 best Nike Ads

Posted on Posted in Beloved Brands in the Market

nike adsNike is one of the Beloved Brands of all time, and “Just do it” has been one of the best tag lines in history. Consistently, over the last 20-30 years, they’ve used inspiration and challenge to deliver the “Just Do It” advertising idea. Nike does such a good job owning inspiration that when I see someone else copy this area, I think “wow that’s a good spot, but that’s so Nike”. And then when I see Nike try to get funny or cute, I think “That’s not Nike, it’s off strategy for the brand”.

When we measure advertising, we look at the ABC’S, attention, branding, communication and stickiness. Nike’s “Just do it” has been sticking in the minds and hearts of consumers since the mid 80s.

How to Predict Advertising Success

Taking smart and different to the measurement of advertising success, most tests will measure attention versus motivation of consumers. The creativity of Advertising (how you say it) has to breakthrough the clutter, in order to connect with consumers, while linking brand closely to the story. It must gain attention while ensuring the brand is an integral part of that breakthrough. The brand’s main message (what you say) has to motivate consumers to think, feel or act differently, than before they saw the message. The Advertising must communicate the main message in a ways that sticks in the consumers mind.

Based on this type of predictive tool, the best Advertising must:

  • Gain the consumers’ Attention to break through (A)
  • Puts spotlight on Brand so it is remembered (B)
  • Communicates brand’s main message through story (C)
  • Sticks in the consumer’s mind, making the brand seem different (S)

Here are ten Nike ads to inspire you to be smarter at advertising:

If you let me Play Sports

This is for all the women who kick ass in sports, including my daughter. This ad is from back in the late 90’s, Nike was ahead of its time. A likely inspiration to 2015’s the Always brand of: “throw like a girl”. This ad is huge on communication, using emotion to stick with the consumers.

No Excuses

If this doesn’t get you off your ass and go to the gym, then nothing will. This is a highly challenging ad that talks about all the possible excuses, but with a surprise ending that takes away all those excuses. The aggressive tone helps gain the consumer’s attention, the ending helps communicate and stick.

Michael Jordan “Failure”

For the GOAT (greatest of all time) this shows a glimpse of the human side of Michael. The ad’s communication attempts to humanize all the mistakes Jordan made. This is clearly geared to gaining attention among the mass fan audience. MJ has done more for the Nike brand than anyone.

Charles Barkley “I am not a role model”

Maybe not quite inspiring but truthful. This is long before all the disgraced athletes–Lance, Tiger, Kobe–and keeps it real as to athlete vs. celebrity vs. role model. This was a highly controversial message and generated a ton of media attention, as sports talk shows debated this message for weeks.

Freestyle

This is a highly attention grabbing ad. Nike created a hip-hop track, then matched up the bouncing basketballs to that track, giving the illusion of a very musical ad. I was in the kitchen the first time this came on the air, and based on the sound alone, I was drawn to the TV to see what was making this sound. Nike released a ‘making of’ documentary that aired on sports networks. I watched it. The attitude and entertainment value helps this ad to stick.

Awake

This is a low attention Nike ad, but high on communication. It’s targeted more to the serious runners, layering in the insights of how it feels to be a runner. It communicates how runners have to fight against the natural tendency to just stay in bed.

Colin Kaepernick

In September of 2018, Nike launched their most controversial ad, in support of Colin Kaepernick. From a PR perspective, one simple tweet by Colin Kaepernick touched off a huge Twitter storm. Regardless of the controversy, this is one of Nike’s best. The poetic copy is beautifully written and the related visuals are flawless in telling their story.

Find your greatness

For the 2012 London Olympics Nike continued their attempt to dominate the games without even sponsoring.  This spot goes as far as showing all the different London’s around the world.  The communication of “Find your greatness” speaks to what the Nike brand is all about. No matter who you are and what you want to accomplish, reach down and find your own greatness. A beautiful idea. There was a survey asking who the Olympic sponsors were, and twice as many people said Nike than said Adidas.

Unlimited Together

From the 2016 Olympics, a beautiful authentic view of the US olympic basketball team, with Chance the Rapper providing an amazing track. This is a great attention getting ad that communicates with the basketball fans. Very cool ad.

Jogger

I want to end with what I think is my favorite Nike Ad. I know this one receives mixed reviews but I believe in all of us there is someone who is fighting against what we were burdened with. In this case it’s weight. But I love that he’s trying.

 

What is your favorite Nike Ad?

 

To learn more about this type of thinking, you should explore 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.

Beloved Brands book

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

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

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.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

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 brand 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.

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.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

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

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

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

Best viral video Ads of 2014

Posted on Posted in Beloved Brands in the Market

imgresWay back in 2000, I remember that we did an 89-second version of a TV ad, but we only did it for movie theatres. Back then, no one was doing them on-line that early so we figured we were revolutionaries. Now it’s fairly common to see 2 or 3 minute videos being shared on social media and now we are even seeing 4 minute videos.They are a great tool for story telling and using very high production values make them seem like mini-movies. But let’s be real, I’m only showing the best of the best on here.  For all I know there could be an equal amount of crap being made, that I’m not even seeing. Thank goodness.

Viral ads must attract attention and be sharable

Even as you venture out into a different medium than you might be used to, the fundamentals of brand communication still apply. At Beloved Brands, we are always preaching the fundamentals. In this case, 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. With a viral ad, you need to make sure that it is made with sharing in mind. In fact, sharing becomes the medium for you.Slide1
  • 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. With viral ads, you can step down on the amount of branding, but what you say creatively still has to fit what you say as a brand.
  • 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. With viral ads, it’s all about story telling, that touches consumers in an emotional way. If the viewer feels inspired or they laugh or cry, it dials up the amount of sharing they will do.  
  • 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 to exist in the minds of the consumer. It’s essential with viral ads, that you own the idea. With a few highly shared ads, it’s strictly entertainment and a month from now, no one will remember.

Here are the best viral video ads of 2014

Since it’s was an Olympic year, we start with a lovely spot from P&G and the “Thank You Mom” campaign that was started back in 2012 London Games.  This has generated 19.7 million views on Youtube.  

This next ad by Duracell takes story telling to new heights, bringing a very inspiring story about a deaf athlete named Derrick Coleman for Seattle Seahawks. This ad has generated 22.7 million views.

To bring awareness to Down Syndrome, this beautiful “Dear Future Mom” ad had almost 6 million views this year.

Budweiser used the Super Bowl to showcase this puppy ad, very cute and heart-wrenching story and then pushed it through social media sharing to keep the momentum going. It generated 54 million views.

This is a beautiful ad from DTAC, a mobile phone company in Asia who tells a beautiful story of a dad, first wanting to use technology and then realizing that he should just pick up the baby. Well done, heart wrenching, cute, has managed to generate 17 million views.

John Lewis continues their amazing Christmas tradition with a nice story about a boy and his Penguin. It’s a nice throwback to the old days when there were no video games, netflix and instagram, but rather the use of your imagination.

But finally, the best viral ad of 2014 has to be the Always. Yes it borrows a little from Dove’s “real beauty” and a bit from Nike “if you let me play” but it’s so well done and on a brand no one would have expected a great viral campaign to come from. It’s certainly easier to do viral ads on beer or football, so here’s to the folks of P&G for making this one happen.  They have generated over 54 million views.  What’s amazing is that two of the best viral ads come from P&G. If you’re competing with them, are you missing something when you stick to your 30 second TV ad?

On behalf of Beloved Brands, I want to wish everyone who reads this blog a very Happy Holidays and best of luck for a prosperous 2015.  As we moved past 3 years, we’ve now generated over 3 million views.  We love what we do and we hope it shows.

Have a great 2015

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a workshop on HOW TO CREATE A BELOVED BRAND, click on the Powerpoint presentation below:

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:

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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UK retailers always do the best Christmas ads. Who won this year?

Posted on Posted in How to Guide for Marketers

Slide1Every year, UK retailers battle to see who can do the best Christmas TV ad.  Over the last decade, John Lewis has been the clear winner.  However, everyone has been playing catch up and finding their own creative ways (and major investments) to stand out. The production values resembles that of a Netflix movie. Here are the top 5, and then vote on who you think is the winner at the end

John Lewis:  “Monty the Penguin”

This year’s John Lewis ad is a nice throw-back, almost a hint to the innocence of yesteryear. The kid in the ad has no video games, cell phones or wifi issues. There’s a bit of old-school romance and a cute twist at the end.  But for John Lewis, it’s also a throw-back to the ads of 2009-2011, those years when the John Lewis Christmas ads really broke through with an innocence, simplicity and nice twist.  This year’s “Monty the Penguin” follows that formula, as it follows the life of a boy preparing for Christmas, with a great old song (John Lennon’s “Real Love”) covered by with a young singer (Tom Odell).

Boots “Christmas”

This is a very simple ad and with quite the dose of reality. Too many times, we are running around trying to buy something for someone. When in all honestly, the gift is not always the gift–but rather it’s your appearance that makes all the difference. In this ad we see many journeys, with a nice little tear at the end as we realize what the journey was for–to see mom (sorry British folks, I guess I should say “mum”)

Sainsbury “Christmas is for Sharing”

There was talk all year, that Sainsbury was going for it. And we can see the exceptional production values in this ad. Sadly, even with all that, I”m just OK on it. It feels like it’s trying too hard. And I think they were. But nonetheless, it’s highly engaging and highly emotional. I’m sure it will be well-loved by many. Maybe I’m just a fan of the small moment made big, instead of the big moment made small. 

Marks & Spencer: “Magic and Sparkle”

The UK loves their fairies–and they seem a bit darker than what we are used to. These two little fairies (magic and sparkle) do come across a little dark at first in a competitive spirit but come together to create a nice little bit of magic. It’s a good ad, maybe not in the league of the other four on here.

Mulberry: “Win Christmas”

I know I said you get to vote, but this wins it for me. Not just the ad, but the big idea behind WIN CHRISTMAS. I’m one of four kids and I know it’s all about the win. So what beats a beautiful portrait, a puppy that waves or a unicorn? A new bag from Mulberry!!!  That’s what. 

Have your say on which Ad you like best

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a workshop on HOW TO CREATE A BELOVED BRAND, click on the Powerpoint presentation below:

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:

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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Weight Watchers takes a compelling consumer insight and manages to anger me

Posted on 1 CommentPosted in Beloved Brands in the Market

When I saw this ad, my mouth fell open as I watched.  There was something compelling and revolting about this ad, which leaves me confused about how I felt.  Here’s the ad:

 

I applaud client and agency for using consumer insights in their ads. Too many ads all about the product (what do we do) and not enough about the consumer (what does the consumer get) And, I recognize that in a crowded category, the tone of these Weight Watchers ads did some take some risk to stand out as being different. It certainly grabbed my attention, and during the ad, I said “who the hell is making this ad?”.

However, it’s such a weird deliSlide1very of the consumer insight. Yes, it is a fact that people eat because they are sad, down, stressed, bored or lonely.The dictionary definition of the word insight is “seeing below the surface”. To get deeper, keep asking yourself “so what does that mean for the consumer” until you have an “A-HA moment”. Ask what are the beliefs, attitudes or behaviors that help explain how they think, feel or act in relationship to your brand or category? At Beloved Brands our definition of Insight is Quite Different. Insight is not something that consumers never knew before.  That would be knowledge or news, but not insight.  It’s not data or fact about your brand that you want to tell.  Real insight goes a layer or two deeper to help with the cause and effect.  Oddly enough, Insight is something that everyone already knows.  Here is our definition: Insight comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only who felt like that”.

While I think people will get these ads, those looking to lose weight will be slightly offended. As someone who has lost the same 10 pounds many times in my life, I know the struggles of managing my weight. I know it’s about control and that I need to find other ways to counter the boredom and stress. I know it’s hard and I know that I likely need help.But making fun of me, even poking me just a little, will not make me want your help. I’d rather turn to someone who makes me feel positive, encouraged and optimistic that I can do it. The best ads use insight to connect and this ad repels consumers away, taking a well-known insight and delivering it in a hurtful, degrading and de-humanizing way. The best ads get on the side of the consumer and provide a rational and emotional benefit–this ad only articulates the problem. Consumers buy solutions more than they buy problems, so sell the solution. The best ads create a space that is unique for their brand, making them seem better or different. This ad is a basic “brought to you by” type ad, where the brand name said at the end is enough to move us. In a crowded weight loss category with many choices, this ad needs to say more about Weight Watchers that separates them fro the other brands. I hope they pull the ad, before diet season hits in 4 more weeks.    

Enough of negative messaging. Here’s an ad with a similar insight, but twists it in a motivating and challenging way. This ad gets me to the gym!!!

Use consumers insights to engage and connect with consumers

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To read more on strategy, here is a workshop on HOW TO CREATE A BELOVED BRAND, click on the Powerpoint presentation below:

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:

We make Brands better.

We make Brand Leaders better.™

We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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Vote: Which Derek Jeter retirement Ad is better? Nike or Gatorade

Posted on Posted in Beloved Brands in the Market

wptv jeter video_1405433712805_6833582_ver1-1.0_640_480Amidst all these problems with athletes in the news, Derek Jeter stands out as the Joe Dimaggio of our generation. Even non-Yankee fans recognize him as a first class player.  Everyone respects him. Thirty years from now, he’ll still command a standing ovation wherever he shows up.     

Two of the major sports brands have made tribute TV ads–both taking a slightly different stance.  For Nike, it seems only true fans will get all the subtleties while the Gatorade ad is for masses–it’s almost more of an Ad about New York than baseball.  

Both are great.  Watch below and then cast your vote.  

 

Nike “RE2PECT”

 

Gatorade “Made in New York”

 

 

Vote Below: 

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To read more on strategy, here is a workshop on HOW TO GET BETTER ADVERTISING, click on the Powerpoint presentation below:

We make brands stronger.

We make brand leaders smarter.™

We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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