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| An Experiential Rant : Connected Meaning and Relevance |
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| Friday, 07 September 2007 | |
Just needed to get something off of my chest.;) Entertainment for entertainment's sake is just that Humor for humor's sake is just that Fear for fear's sake is just that Etc.. Etc......Let's talk about beer.:0 How many times have you seen campaigns that you find absolutely hilarious, but when you go to tell your friends you can't remember which beer the ad was for? Surprisingly when people tell their friends about ads I find that including the brand is an essential part of the story!;) It is WOM at it's finest. WOM, to me, is an outcome of having a great product or service combined with a great marketing campaign.:) It falls after the equals sign in the marketing equation. It can't be bought. How many times have you walked into an entertainment pavilion only to later forget what brand was responsible for it? Connected meaning and relevance for all brand experiences on all canvases (medias) needs to be what the strategy is anchored around. It can't be experiential without it! Don't get me wrong.....I think every great brand needs to have a wink in it. I like humor more than the next guy, but the trick is to make sure that your jokes have connected meaning and relevance to your brand. This is what will aid in brand recall while ensuring the differentiation that is also desperately needed. The ads give the customer a better sense of the brand while forming the essential brand-customer connection - experiential at it's finest. OK - example time..then off to work I go.:) Beer ads.....all funny...for the most part I couldn't tell you which brand told which joke. I can't recall a darn thing. I think a perfect example would be the rock, paper, scissors beer ad that was on TV recently. I just Googled it so that I could tell you that it was a Bud ad. Do you think that the average consumer does that? HECK NO!  AS A MATTER OF FACT.....If that ad campaign had been done for Rolling Rock and they developed a campaign titled Can't beat the Rock, then I would be sitting here telling you that I thought it was pure genius. The rock would be without question tied back to the brand - connected meaning and relevance at its best! I would have been walking around the next day saying that Rolling Rock ad was hilarious etc., etc.... Instead I was just saying that ad with the rock.A great example of a liquor brand properly activating its wink in the US is the Captain Morgan's campaign. All of the humor is, dare I say, captain specific. It couldn't activate the brand's wink any better, and I absolutely know who the ad is for...... Say this three times... Connecting meaning and relevance.;) ROCK ON....off to work for me..Got any examples?????????????? Comments (0)
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