I discussed here the challenges with simply following best practise and precision, beginning to suggest you might do better to focus on being a brand people actually existed.
I must be clear and honest here, I'm not dismissing the splendid insight we have from years of data. Certainly, I wouldn't tell you to ignore Byron Sharpe. As with most things, you really must become familiar with the rules before you break them.
Advertising is famously unpredictable, so the luxury of some level of certainty is welcome one.
But that's the kind of strategy that can be, and increasingly is, done in house. Best practise is there to help you not do anything stupid. In fact, that's not real strategy, the point of which is reaching goals in the most efficient way, hacking the system.
No, that's not good enough.
In a world where people are savvier, harder to reach and numb to the overload of EVERYTHING, let alone marketing, we need to create stuff that connects. Indifference is the real enemy.
Markets have never been more competitive, it's naive to imagine many companies can just sit back and wait for long-term, brand building effects.
Markets and culture just move too fast, we need to work with its pace, not against it.
However, they need not endure the hand to mouth treadmill of short-term tactics that never really break through.
That's why I think it's our obligation to create stuff people actually wish existed.
That doesn't 'disrupt' or make them think hard. No one has the time.
Do the short term well and the long term will take care of itself.
By working with the pace and direction of real life.
Creating ideas that stand out, yet feel instantly familiar.
That make you react and actually want to buy something, yet remain in your heart for a lot longer.
That cut through the landfill of pointless, pre-tested crap because they make you feel something.
That you want to have in your life, because they feel part of it.
Yes, build distinctive assets - in other words, consistent look and feel that doesn't constrict ideas.
Yes, build the brand over time - in other words, have a point of view on the world, have a story that every piece of activity builds towards.
Yes, reach the whole market - in other words, whatever money you have make it go further by making stuff people want to share.
Yes, be make people feel stuff and be creative, but creativity to impress your audience, not awards judges. What they enjoy tends to be vastly different.
The fact I'm going to share some rules of thumb is risky, you don't want to make advertising (it use that word in the broadest sense) that looks like advertising.
But here goes..
First COLLIDE things together. Most ideas are re-combinations of things that don't obviously go together, the trick is making them fit.
A pure example is the Cadbury Gorilla. Ignore the case studies that try and make it look it was about Joy. It was an ad that made no sense - a gorilla drumming and chocolate don't go together. This also shows why you need a real point of view or story - they never pulled it off again because really it was just a stunt.
Whereas Snoop Dog and Klarna worked well, because the whole thing was about smooth transactions. Yes it's celeb endorsement, but it's a wrong fit made right.
Then there is AGITATION. Tap into an issue in the lives of your audience, just make sure you have a credible reason to do it, that you have the right.
This example where a supermarket removed foreign goods to show the dumbness of rampant nationalism is just great
Love or hate Brewdog, you can't deny they have a voice, something close to anti-establishment.
Of course, it's not right for all, some brands want to be felt more reliable and negativity can backfire.
A safer option is simply 'closeness'. Show a deeper understanding of what's really going in in the daily lives of your audience, involve them, celebrate them, make it a shared story - get into the REAL emotional truth of what you're selling.
I'd love a UK supermarket in the cost of living crisis to go beyond PR and really expose the courage, bravery and kindness with which so many get through scary times right now. Like this plumber who will only charge what people could afford.
Imagine if ASDA had gone beyond paying top dollar for this Elf Xmas ad, which I imagine will have cut through, and built greater resonance sending out real 'elves' to reward people making something good happen this Christmas.
Or shooting the Elf out there in the real world with real struggling people.
Anyway. I have always loved the replay campaign where Gatorade connected with over 30 year old athletes by settling old scores (every one wished they had second chance)
This is one of the best shopper activations ever - simply built on the fact we all love the sound of our own names - and probably some data about the need to remind lapsed users they love Coke .
Spotify Wrapped shows us our own data and taps into the tension between respective musical tastes and the slight fear of people knowing what you really listen to.
I hate that Spotify recommends me Queen because I listen to Under Pressure sometimes but there you go.
Of course, there is pure creativity and magic. However, entertaining people was much easier when, in the UK at least, there was one commercial TV channel, no internet and shops were shut on Sunday. There is too much entertainment for us to consume nowadays.
So instead, you can build short-term value and long term memory if you create things people wish existed in their lives because they're relevant.
They share a brand point of view, they are relevant to what is holding the brand back today.
While building the brand for tomorrow.
Because they work with the pace and direction of life.
They add to it, not interrupting.
They stand out from all the dross because they touch something deeper.
Make you feel something so you buy something today and want to tomorrow.
It doesn't take masses of budget, just masses of thought and enthusiasm for people, not 'segments'.
So yes, best practice is fine, but if you can do more why on earth wouldn't you?
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