A Passion for Brands, Marketing and Communication: March 2016

Sunday, 27 March 2016

#Cool Ad of the Month

Insurance companies are aggressive in their advertising and one almost feel obliged to invite them to your funeral as they consume our airwaves with vigor. Probably the most difficult thing to avoid, especially if your dog conceals your remote. My #cool ad for the month is most definitely the #1Lifedirect ad. It comes across as a short film and we are invited on this journey of the young couple who eventually becomes a family. No dialogue, only excellent cinematography and an uncluttered storyline. Well done to the team…I actually look forward to the ad…it does wonders for your brand.

Changing #perceptions

Most #southafricans grew up in a single parent family structure and environment. Some of the commercials today reinforce that image and unfortunate reality. You see commercials on #TV with a mother, two kids and the father does not feature. This is a great opportunity to change perceptions and the image of a single parent set-up. #MarketingCommunication has always been successful in engaging with people to think, act, react and influence their views on social issues.

Society is progressing, are we?…time to be more relevant, current, change agents and clear in our #messaging…

Saturday, 19 March 2016

Are you willing to risk the #reputation and #legacy of your brand?

The world of #brands, #marketing and #communication is governed by structure, systems, strategic plans and discipline. Don’t discard experience, skill and expertise. Most of us are able to drive a car, but not all trained to master an 18-weeler truck.

In an ideal world, brand plans include objectives to increase the profile, reputation, awareness, personality and admiration for a particular brand. They also want to reach new markets and dominate the sector in which they operate. In doing so, they normally consider various options. Unfortunately celebrity #endorsements sometimes make it onto the list. It looks cool, enabling, attractive, exclusive, right profile for the right audience and sustainable.

No contract is able to alter or keep human behaviour within the agreed parameters, deliverables or under control. Unpredictable…Are you willing to risk the #reputation and #legacy of your brand, because it felt right at the time? Rather consider the alternatives to achieve your stated objectives.