ADVERTISING AGENCY //
So what is advertising? Advertising is nothing if not versatile, but primarily its particular contribution is in helping build your brand which, over a long period of time will provide the bedrock of your business and deliver positive business performance.
So, to understand fully the advertising contribution we need most of all, to understand brands, and then, where and how advertising plays its part.
Today’s media landscape of unprecedented competition between messages has made us all marketers. Every day an individual makes hundreds of decisions. He or she is besieged by countless products and messages competing for attention. To make life bearable and to simplify this decision making process, the individual looks for short cuts. To underestimate their ability to evaluate your brand in all its complexity you’ll surely learn who really is in control.
FROM PRODUCT TO BRAND //
Research has proven that product performance can and will be transformed when all aspects of your identity are brought to bear. This is what brands are – product plus communications in all forms. They include your brand name, company name and reputation, website, packaging and less direct ones like advertising and PR. The chart which follows attempts to illustrate the complexity of the brand as we view it.
THE ADVERTISING CONTRIBUTION //
In its brand building role the major contribution that advertising can make lies in the ability to communicate the totality, that crucial combination the rational and emotional, the ‘head appeal’ and the ‘heart appeal’. In particular advertising can add emotional values, in a way that no other element of the marketing mix can. Its multi-facetedness and potential subtlety means that it can appeal to the senses and affect emotions in a way that nothing else can with the same permanence, not least because we live in such a visually literate age with increasingly advertising-sophisticated consumers. These beliefs about advertising and brands inform the whole of our creative process.
However it’s worth remembering that successful brand building through advertising needs time and a sustained effort, lots of money and a strong dose of faith. But it cannot work miracles. Without a good product it is impossible to create a successful brand. As Bill Bernbach once said “Nothing kills a bad product better than good advertising”.
STORYTELLING IN ADVERTISING //
As an art student I was inspired to work in advertising by a brilliant advertising campaign for the Volkswagen Beetle. The car was tiny beyond belief by the then Detroit standards especially the big living room on wheels which the children of the sixties rejected. It was wonderfully fuel efficient, cheap to buy, easy to repair and would run for ever. And its style never changed. But understanding the real emotional meaning of the advertising’s appeal was another thing. Bill Bernbach’s brilliant advertising positioned this new “anti-car” in ways that captured its unique spirit. His clever, humorous award winning advertising showed the Innocent “Bug” outwitting the big gas-guzzlers – the mythical David versus Goliath story.
This is the story of Misty Danielle Copeland who against all the odds on June 15th 2015 became the first African American woman to be promoted to principal dancer for the American Ballet Theatre. As a child she was told she did not possess the right muscular physique required to become prima ballerina however, neither race nor lack of privilege would stand in her way.
The advertisement for Under Armour possesses a powerful emotional connection through the mythical tale of overcoming the monster – the evil force threatening our hero and their world. Our hero must slay the monster which is not easy, but she is triumphant and receives the reward.
CREATIVE CONFECTIONERY //
There used to be something in advertising called the unique selling proposition but times have changed we now need to look for a unique brand personality. Creative Confectionery original suppliers of Kendal Mint Cake always a source of Cumbrian and Lake District pride now make a range of fine chocolates but one of many in highly competitive market. Highlighting its heritage allowed us to create an advertising campaign which allied this with clear product characteristics – sensuality, humour and directness to produce something to be proud to be Cumbrian.