flame broiled

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Marketing Hack.

What happens when TVs talk to devices? Good things.

I love the Burger King’s ingenuity and moxie in playing in its new :15 spot where the voice over says “Okay Google, what is the Whopper Burger?”  As a result Google Home devices across America (the globe?) wake up and started reading ingredients from Wikipedia. This smart marketing hack added a new contemporary dimension to TV and radio adverting. At least for a few minutes.

You gotta love Burger King. Still the tightest burger brand, rocking the “flame broiled” claim, Burger King is constantly pushing the digital envelope. I like to say “agencies come and go…a powerful brand idea is indelible.” And when it comes to Burger King, agencies have come and gone. As has corporate ownership. But the brand stays strong, and it continues to innovate with its media and media delivery.

Sizzle on Burger King.





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Experience is hot marketing word these days. It is rooted me thinks in user experience (UX), which started in the early days of the web when sites were hard to navigate and not intuitive. Ad and digital agencies caught on to experience a few years later as a way to create new buildables (content) and garner planning fees It didn’t hurt that “customer journey” and “communications planning” were smart ideas to begin with.

Product experience, some will have you believe, starts with communications and ends with the after-sale. The experience is everything in between. A lot of product experience buildables – designed to follow the AIDA principle: Awareness, Interest, Desire, Action — are online and in-store. But product gesture is different.

Product gesture is not so much about the product journey and surround as it is the “consuming experience.” (See my last blog post.) A product gesture is the olfactory response that occurs when you drive by a Burger King. It’s why “flame broiled” is such a powerful brand asset of BK. For Coke, whose long standing brand idea is refreshment, the moment when your head snaps back after a full swig of a newly opened Coke is induced by the product gesture. Google’s product gesture occurs during search when your problem is solved, you smile and twitch to act.

Every product has a gesture. Man-made gestures like the Stella Artois pour and glass are distant seconds, but they are gestures nonetheless.

Find your product gesture and you will find marketing and branding success.

What is your product gesture?


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