Take One
Success they say belongs to those who identify a need and fill it or create a must-have and deliver it, but you know campaigning is what gives the product or service ballast in the marketplace.
Be different, bold, or funny, all the while taking what’s given and pushing it in a new direction.
Be different – appeal to the individual in all of us.
Be bold – the swashbuckler image still resonates, even when spoofing.
Funny works, laughs are welcome, so are chuckles. Is funny a good fit for your demographic?
What does your marketplace value right now? How do your customers perceive your brand?
Does the old 80/20 rule apply where 80% is ideation and 20% is building-out the touch points of the campaign?
Granted, a new campaign can mitigate the impact of a price increase, but it’s not just about price.
It used to be easier to position a service at the upper end since deliverables are more perception than with a consumer product, but an outstanding campaign can compensate for limited differentiators.
Best campaigning starts with an idea, builds-out to a narrative, and flows naturally.
What about that new campaign? Will it reinforce the company’s identity, strengthen customers’ perception of its capabilities, or even enable it to pursue new opportunities and a new direction?
Identification is who and what a company is and does – branding is the action verb that reinforces, strengthens, changes, or positions the company in its market.
The next time you see, read, or hear an advertisement, ask yourself if it is different, bold, or funny, and ask if it is designed to appeal to a taste for the expensive. Chances are it swerves into three of these.
Jonathan Gehris