Friday, January 30, 2009

Should raise an eyebrow or two.



According to Faris Yakob, if you want to make the kind of movies (for brands) the Internet likes, this is the recipe:

Leave out all that stuff about the product. As much as you can anyway.

Make people feel something nice, link that association to your brand.

Give people things to copy, or respond to, or play with.

Don't take yourself or your brand too seriously.


Ok, I guess if your brand is Cadbury, you have 100% understanding of what your brand is, you have 100% distribution you can get away with it. Oh, and if you share the colour purple with Alice Walker/Whoopi Goldberg - and millions of dollars/euros to spend on media (and PR). But other than that I'm not sure the theory will apply to many brands in the real world.

Not sure it has the charm of the Gorilla ad either. Music lacks iconic charm. Talent not furry enough. Gag not especially funny (seems like something from America's Funniest Home Videos).

I'm backing Relevent, Distinctive and Competitive...there's a recession, haven't you heard?

Via Talent Imitates Genius Steals

2 comments:

  1. yo!

    agree with you dude - it works for brands that are so well established that talking about the product is a waste of time. this applies to most television advertising - usually for brands that have been around for decades and have product parity in their category.

    Innovation = newsworthy = product advertising = apple.

    [In fact, the advertising is mostly re-inforcement I think - they don't NEED to do it. Because the create new new things, which people tend to talk about. Macworld plus social media plus new isomething]

    Mediawise - I'd suggest that doing things the internet likes is a way to save media money - cut tv spend by 50% and engage with people online to nurture organic propagation - free 'impressions'.

    but I really don't think that people make choices in most 'low involvement' categories on any kind of product attribute - when own label generics are made by the brand manufacturers anyway - people are buying symbolic value created around the product experience - which is primarily a function of emotional response and engagement.

    Feldwick is awesome on this.

    RockON!

    FX

    ReplyDelete
  2. Maybe this style of advertising is a variation of the old theme:
    "If you have nothing to say...sing it!"

    ReplyDelete