I love Christopher Walken. I’m beginning to appreciate Justin Timberlake. And I’m a huge fan of healthier-for-you foods. Brands are my thing and as an ad rat, my senses are heightened during the Super Bowl. All of these things converged during the Super Bowl of 2017 with the fruit drink spot featuring Messrs. Walken and Timberlake. Granted, at the Super Bowl party it’s not always easy to hear, but I did get the Bai-Bai-Bai joke. “Oh, that’s the Justin Timberlake song.” Nice ad craft, if you are trying to seed a name.
In an article in the NYT two days ago, Bai brand stewards were crowing about an increase in TV ad awareness of 50% since the spot first aired. Not a metric that launched a thousand marketing directorships. Ad awareness doesn’t always equal sales — though it’s a good first step. It wasn’t until I finished the article that I realized Bai, Bai, Bai was a phonetic representation of bye, bye, bye to sugar. That was lost on me.
So this was a case where the main brand idea (no sugar) was lost in the creative translation. And that’s poor ad craft.
When you build a brand, your claim or idea must blast through. That’s brand stewardship. Sometimes ad craft gets in the way. Ad awareness should never trump message.
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]
November 17, 2017 in Brand Strategy
I’ve been on a little discovery jag lately. When you are a consultant and freelance for ad or branding agencies, you must often use discovery methodologies with which you are unfamiliar. You do it then calibrate your brain to cill the insights needed to write the brief. A brief that may, also, not be yours. […]
November 14, 2017 in Marketing
Radhika Jones was named editor in chief of Vanity Fair magazine yesterday. Vanity Fair is a literary brand with few global peers. Magazine brands like The New Yorker and Vanity Fair have a history of long standing editors, people who sit atop the title for decades. Great magazines get branding. When asked about her plans […]
November 13, 2017 in Marketing
I just read an interesting study on brand recall. The methodology used saw consumers attempt to draw from memory brand logos. Starbucks, Target, Apple, Adidas, etc. are apparently hard to recreate when asked to put pen to paper. Much easier I would imagine, would be creating logos when given marks and type from a sort […]
November 9, 2017 in Marketing
Before there was Google Maps, before there was Waze, before Siri, we used to be get into cars and drive to places we had never been before, without software. Only a couple hundred years ago we navigated by trails, celestial guides and landmarks. Branding is a little old school like this. We create trails that […]
November 7, 2017 in Brand Strategy
Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners. Once the master strategy is in place, […]