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.
February 16, 2018 in Marketing
I went to the Starbucks yesterday, one housed in my local Ingles grocery store, and a nice young women in a non-descript polo shirt came to serve me. I was looking for an Ingles logo on the shirt, but didn’t see one. Within a minute another woman walked into the Starbucks retail space with a […]
February 15, 2018 in Marketing
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand. Claim and proof […]
January 30, 2018 in Marketing
I’m working on an assignment that has me reading a child development text by a PhD and clinician who also happen to be parents. The text delves into brain function. Fellow brand planner and friend Megan Kent has built up a great practice mapping the brain to preference and emotional attachments to brands. Check her […]
January 29, 2018 in Marketing
I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients. I favor minimalism in my cooking. It’s easier to taste a few […]
January 26, 2018 in Marketing
We remember beauty. We remember new. We remember rich. We remember melody. We remember funny. We remember nature. We remember poetry. We remember pain. We remember educators. We remember warmth. We remember charity. We remember happy. We remember love. We remember triumph. These are the things we remember. These are the things consumers remember. (I […]
January 25, 2018 in Marketing
Brand strategy is an organizing principle that gives brand managers a “go-no go” guide for product, experience and messaging. It makes branding easy. Nicholas Kristof in the NYT today was talking about the social entrepreneurs attending Davos and how refreshing they were to have around. He was poo-pooing consumerists who are all about the money. […]
January 24, 2018 in Marketing
Anthony Noto was just names CEO of SoFi, the online banking lender. Mr. Noto came to my attention when named chief marketing officer of Twitter – with nary a marketing bone in his body. He was hired as Twitter’s CFO, then slid over into marketing side of the house (two hats) after spending time at […]