Do you want to capture your consumers` attention? Do you want to seduce their hearts? Do you want them to love your brand for good or bad?
Deliver a genuine and meaningful reason. Do something worth following and talking about.
In the era of sameness – same products, same prices, same packagings, same and boring advertising – people are looking for unique and authentic brands and stories behind them that will resonate with their rational or emotional needs, touch their feelings and souls.
However a good story always comes from a great brand strategy that is translated into a sound communications platform. The form of delivering the message is of secondary importance. Why? Because it’s not a viral video that matters. It’s a video of something that matters that goes viral. And the KLM commercial is the best example of it.
Archetypes are pre-requisite for brand building – to create rich brand personality, infuse brand with values, define its relationships with target group and establish brand communication platform and tone of voice.
Wykorzystanie archetypu w strategii komunikacji poprzedzone musi być analizami wizerunku marki by określić:
idealny / pożądany wizerunek kategorii
pożądany wizerunek marki
obecną percepcję marki
Na bazie ich porównania dowiemy się na jakich atrybutach mamy największe odchylenia od pożądanego wizerunku kategorii oraz jakie atrybuty musimy skorygować / zmodyfikować / dodać / usunać / wzmocnić lub osłabić by uzyskać strong, positive and favorable `differential advantage`.
Product Design Is Essential To Grabbing Attention And Seducing Shoppers` Sences
Henderson produced 4-cylinder motorcycles from 1912 until 1931. They were the largest and fastest motorcycles of their time, and appealed to sport riders and police departments. Police favored them for traffic patrol because they were faster than anything on the roads. Henderson was a Chicago brand and one of the American ‘Big Three‘ (with Harley-Davidson and Indian). The company began during the golden age of motorcycling, and ended during the Great Depression.
Mini Cooper Clubman – Different In Range Different in Advertising
One of the benefits of Mini Cooper Clubman is that it has more space for luggage vs the basic Mini, while yet it still looks cute. Art director Maximilian Pinegger and copywriter Justin Salice-Stephan, both from the Miami Ad School, developed a creative ambient concept of airport luggage carousel that not only attracts attention but nicely communicates this differential benefit.