New, Undeniable Evidence Supporting Emotional Branding and Advertising
Hats off to P&G. The overwhelmingly positive response to their tearjerker commercial targeting moms in the Sochi Olympics (“Pick Them Back Up”), was the latest example of the buzzworthy power of emotional branding and advertising. Almost 20 million people have viewed it so far online. This type of emotional advertising is pretty new for P&G, – as Jim Stengel, former chief marketing officer at P&G pointed out, “there was not a whole lot of recognition of the emotional connection with a brand or company” until recent years. Another example of how emotional advertising or...
Read MoreHow “Experiential Marketing” Builds on Key Trends
“Experiential Marketing” is all about engaging customers to try a product or service. It has emerged as an ideal vehicle for creating new trials and sustaining customer loyalty in both B2C and B2B circles. Our society has become quite cynical about all advertising, so it is looking for alternative, more credible ways to learn about products and services. Concurrent with this shift in buying behavior is the serious decline in “brand trust”, arguably the most important emotion for developing a sense of confidence for all purchase decisions. There are several types...
Read MoreWhy “Experiential Marketing” Offers New Opportunities
The world of marketing is constantly changing, especially with new definitions and approaches. The latest is “experiential marketing”, which is basically about interacting with your customer. In light of the pervasive suspicion of traditional advertising (e.g. TV, print and radio) these days, consumers prefer to experience a product or service in the context of how they would use it in their everyday lives. While the concept of engaging your customer to try or use a product/service more often is not new, there are two driving forces that make experiential marketing more relevant today as an...
Read MoreMillennials: A Conundrum or Opportunity for Re-Building Brand Trust?
Recently I was interviewed by William Arruda, founder of the pioneering personal branding firm, Reach 360. Much of the discussion, fed by insightful questions, concerned that elusive generation, the millennials (those born after 1980), and how their unique expectations and usage behavior are changing the marketing tactics for many companies. How are millennials different from other generations? Where to start! They are significantly more tech savvy, so independent that it is difficult for many to work on a team, more entrepreneurial and creative, and sometimes work-shy. A 2011 study of...
Read MoreWhat We Can Learn from Our Politicians To Improve Our Brand Communications
No question, there are good reasons why the public has such a dismal view of our politicians in Congress today. They can be dysfunctional, lack credibility, constantly bicker and stubbornly hold on to extreme positions, especially the Republican Tea Party. But these same Republicans have mastered the use of words to describe their positions in a way that brand marketers can appreciate. In the July 13 issue of the Economist, an article on “The War of the Word” provided excellent examples of the pithy expressions coined by Republicans, especially compared to the Democrats. These tend to be...
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