fresh and stale branding

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If you watch sound bites on the news you know president Trump repeats himself for emphasis. Repeats himself for emphasis. To me it a function of being inarticulate and/or not knowing the facts, but it could be also a nervous thing. A nervous thing.

Repetition is a time-tested advertising strategy. The more you say something, the more people are likely to remember it. It’s boring but effective. In advertising.

Repetition is effective in branding, as well. But it should never be boring. It’s okay in a brand jingle, but you don’t want to burn people out on your branding message. There’s only so much repetition a person can take. When your brand strategy is composed of a claim and three proof planks, you never need to be repetitive. Reimagining how to convey your claim with unique compelling proofs is the fun of branding. It’s also the job of the ad agency and your creative people. Keeping it fresh.

Logos and jingles are best kept long term. Otherwise keep the message and story fresh. No one wants a stale product, no one wants a stale message.

Peace.

 

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