Someone recently told me that the way that I show I care about people is wrong. For a while, I thought about it and considered the way that I show I care. But here is the thing about love and affection, everyone shows and perceives it differently. It’s like marketing that way. If two people who have had different life experiences, different interests and different mindsets sit and watch the same advertisement they will get different things out of it.
I mean it makes perfect sense marketing like love and affection is not a perfect science, it is not even a science at all, really it’s an art. One that is not perfect and never will be. For marketers this can be an issue, how do you get 1000 people who all are different to understand the same message? Frankly, you don’t. In my opinion, this is way diversity in messaging comes into play. Once you understand the way your audience communicates, you can develop one message that can be shown in many ways.
Then all of sudden your message is understood by 990 people instead of 500.
Just something to ponder,
Brand storytelling is always something that has struck home with me (something the Blue Jays couldn’t figure out…) anyone can see this by digging through the archives of this blog. From Air Canada, West Jet, Apple, and Coke; even British grocery stores have been found in here and all celebrated for the same reason: they tell stories. These brands below are no different.
Well, kind of different. One brand hit the home run and sent the Jays to the world series (I will get over it one day). The other missed the bases and struck out three straight to end the inning and send the fans home in tears. There will always be next year *sigh*.
Airbnb shows a beautiful story of a daughter who found a way to help her father heal. The spot talks about the pain in Germany during and after the wall and how many are still affected to this day. It showcases a human bond that will never be broken and a heart that needed to return and see all the beauty that Berlin is today. This story was yes made possible by the service Airbnb provides but it was and is a real story that happened to real people, not a creative director in a shiny office tower in NYC. Real humans who feel, eat, sleep and mourn for the Jays. It is a stunning animated take on a human experience. I love it. I love the story and the way it is shown. As a marketing student, we know that brands who show value and share relevant information are the brands that have followers who will demand product at local stores. And isn’t that the goal? Check out the video below.
The other story is a brand that lost their way and their own story. It has turned into an underdog story that pulls at true American classic heart strings; Levi Strauss.
Image taken from levistrauss.com
Love the logo? Check out the story here
This brand went from the top of the world to the bottom of the donation bin in about 8 years flat. They have hung on and battled back. Through their tried and true use of being the “everyman’s jean” while introducing new product lines to help solve the problems of the modern woman, they have started to turn a scary drop around. Now, like the article says, they need to find their story and tell it. The Unzipped Blog, is one of the ways they are starting to do that. Like Airbnb, they need to step away from advertising and towards telling the stories of those who wear their jeans. Like The Story of Telling blog says, they need to overdeliver on their service to their customers to help create the crazy loyal customers they once had, a great way to do that is to celebrate the community they have in front of them. People want to have their stories told and to have brands pay attention to them. I mean how great is it when your favourite brand pays attention to you? And with Levi’s being the brand of revolutions it is perfectly fitting for them to tell many stories.
What are your favourite brand stories?
Apple; the world’s leader in creating a cult-like following. Yet their latest makes me want to gag. Maybe that’s the point but frankly, it’s weak compared to their normal high standards and emotional appeal strategy. The video below features James Corden, The Late Late Show Host, pitching ad ideas to Apple execs. He is great. The ideas are wild and outlandish but the lady with the iPad ruins it with her awkward and clearly placed and scripted banter. You’ll see what I mean below.
It makes me sad to see this obvious slide from their former glory. I have always marveled at the advertising creativity to come out of this company and hopefully this is just a tiny bump in what is to come. Maybe they’ll even bring back to glorious Mac vs. PC ads!
Coke remastered their classic ad from 1971. One that I truly love. Here it is for your viewing pleasure.
Now, if you will excuse me, I will be over here watching Mad Men. Again.
Okay I may be the only human in a relationship on the planet who is not celebrating valentines day. At all. My idea of a “special” date is literally doing the same thing that happens every weekend.
SO! I can still appreciate the beauty of Netflix and chill V-Day version…
The scary part is how well Netflix knows us. And knows our streaming habits. There is nothing healthy about it but it is what it is. So, happy streaming day!
I will soon work in an industry that tries to reach people at all hours of the day regardless of where they are. But where does that stop? When is enough enough? When is the point where we say “okay that’s enough, we have invaded to much?”
Recently I read an article that was predicting the future of advertising and where we might end up. It was scary. Currently one of the few places left where we don’t have to see ads is in our sleep. Well sadly that may be no longer. In fact, according to a Dutch production company, that may be the next frontier of advertising.
Do I have an issue with this? Absolutely, dreams are our bodies way to process what has happened during the day. It is a natural process that can tell you a lot about your overall health. My sleep habits were what ultimately lead to my anxiety diagnosis. Those dreams are special places that are not to be disturbed. There is a line and ALL marketers need to be very aware of it.
So please, to those who came before me and currently have a stronger voice than I do; put a stop to this before it becomes more than just a short film.
Find out more here.
Okay y’all. We all know that I have a soft spot for emotional appeal strategies but this one is the one. This is the ad that will change lives. Well okay maybe that is a little much but it will turn heads. Maybe I am just a little jacked about award shows right now due to my new position as Greg Award Planner. Missed that post? Check it out here.
So we all know the Oscar nominations have been announced and well my new favourite movie was nominated for Best Picture! YAY! Brooklyn is the one I am talking about just in case you were wondering. That trailer you can watch here.
However, the Oscar’s also released their new ad campaign and well it’s golden. Check it out below and then keep reading!
Yea? See what I did there with the golden thing? Oh yea I am awesome!
Anyway! We do all dream in gold. We all have dreams and aspirations. We all have a drive that powers us forward regardless of if the gold we are chasing is Oscar or Greg or Olympic. So go forth, readers and find your gold and never, ever let anyone take it from you.