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Creativity + Branding

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Creativity + Branding

  1. 1. Lecture #1: Chapter 1: CREATIVITY Chapter 2: BRANDING
  2. 2. Chapter 1: Creativity
  3. 3. Introduction  AD starts with a problem from the client & end with a solution for consumers.  Great advertising (AD) is inspired by insights about: ▸ Brand ▸ Consumers
  4. 4. Introduction … con’t Example: Cheetos®  PepsiCo/Frito-Lay signed the Children’s Food & Beverage Advertising Initiative in 2007  Restricts advertising to kids under 12  The challenge: How do you make a kids’ brand relevant to adults?
  5. 5.  Revealed some adults love Cheetos snacks just as intensely as kids do.  Cheetos helps liberate their childlike playfulness & mischief. Introduction … con’t
  6. 6.  Brand‟s mascot since 1986, Chester Cheetah became ‘spokes critter’  Provides inspiration to adults to find their inner Bart Simpson. Introduction … con’t Sales increased by 11.3% in the 1st year of the campaign
  7. 7. Creativity Defined  Relevant connection between a brand & its target audience. ▸ To convince people  all people want to buy from people … they want to know: » Who you are, your habits, values, be able to predict you, needed trust. » The more connection between brand & consumer  the more vast permission to sell brands that make them happy.
  8. 8. Creativity Defined … con’t  Creative Ads present a selling idea. ▸ Can be rational, emotional, or both. ▸ The competitors can COPY product or services, but emotional can be the more selling point idea than rational.
  9. 9. Creativity Defined … con’t  Creative Ads are unexpected ▸ Unexpected element may be the choice of words, visuals, media, or all three.
  10. 10. Media: The New Creative Inspiration  WHEN & WHERE a message runs can be as creative & visual.  Everyday items have become media vehicle e.g. ▸ L‟Oreal Paris promotes its Men‟s Expert  ‘Your shirt doesn’t have wrinkles, why should your face?’ ▸ Weather channel  ‘Trust Us. Don’t Open the Window to Check the Weather.’
  11. 11. Inspiration from Consumers  To invite the consumers to create an AD can engage them with the brand.  Some brand invite the consumers to tell their vision or message.  Limitation is apply in order to control the message that opposite from company‟s values.
  12. 12. That’s Entertainment, but is it Advertising? Humor:  Know the difference between humor & jokes: ▸ Joke is a one-shot deal » Not as funny when listen for the 2nd time. » Downright tedious when listen for a bunch of times. ▸ Humor  make people want to see & hear repeatedly.
  13. 13. That’s Entertainment, but is it Advertising? … con’t Humor … con’t  Relate to the human experience: ▸ Creating the humor that listeners could identify people they know who laughed  a relevant human connection.  Make sure that humor is central to your product message: ▸ The humor MUST be central to the message you‟re trying to communicate.
  14. 14. That’s Entertainment, but is it Advertising? … con’t Humor … con’t  Understand your audience’s sense of humor: ▸ Ads should reflect the tastes, aspirations, and sensibilities of its intended audience.  Avoid humor that’s at the expense of others: ▸ No making fun of ethnic groups, disable, and elderly can destroy the brand.
  15. 15. That’s Entertainment, but is it Advertising? … con’t Humor … con’t  Have fun with your product, but don’t make fun of it:  Don’t assume that your audience is stupid:
  16. 16. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements  They have stopping power ▸ Attract attention, cut through the clutter of other ads e.g. „Got Milk?‟ print campaigns.
  17. 17. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  Fans idolize celebrities: ▸ Advertisers hope the admiration for the celebrity will be transferred to the brand. ▸ But, have to make sure that it doesn‟t overshadow the brand.  People are fascinated about the personal lives of celebrities: ▸ Even the foibles of celebrities can inspire ideas for persuasive messages.
  18. 18. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  Their unique characteristics can help communicate the selling idea: ▸ E.g. Yao Ming appeared with Verne Troyer to promote Apple‟s 12 & 17 inch laptops. ▸ Selling the idea –size- in a dramatic way.
  19. 19. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  They’re perceived as experts in their field ▸ The trick to to create the relevant connection between a celebrities‟ expertise and the brand being advertised.
  20. 20. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  They’re expensive: ▸ Many top athletes, actors, etc command contracts in the millions of dollars. ▸ Even large companies should think twice especially, during economic recession.  They’re often a quick fix, not a long-term strategy: ▸ Celebrities go in & out of fashion e.g. thinking about MC Hammer.
  21. 21. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  They may lack credibility ▸ Federal Trade Commission requires celebrities to actually use the products they endorse. ▸ But the research findings from Advertising Age found that the respondents replied that: » „just doing it for the money » „don‟t even use the product‟
  22. 22. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  They may endorse so many products that it confuses people
  23. 23. That’s Entertainment, but is it Advertising? … con’t Celebrity Endorsements … con’t  They can overshadow the message ▸ Some consumers focus their attention in celebrities instead of message.  They may disparage your brand when they think no one’s listening.  Bad press about the celebrity can hurt the sponsor.
  24. 24. That’s Entertainment, but is it Advertising? … con’t Advertising Trade Characters  Communicate a selling feature  Reinforce a brand name  Make a company seem more approachable  Appeal to different generations  Advertiser has control over what they say and do
  25. 25. Ethical Issues How Far Will You Go to Be ‘Creative’?  Should the manufacturer of a pain reliever reveal the reason “more hospitals choose our brand” is that it is supplied at a reduced price?  Should profit or prudence prevail as surveys indicate women & minorities are prime targets for cigarettes and alcohol?
  26. 26. Ethical Issues … con’t How Far Will You Go to Be ‘Creative’? … con’t  Should consumers who have no medical background be told to ask their doctors about specific brands of prescription drugs?  Should an ad show a sports car outracing a jet plane when speeding motorists are killed daily?  Is violence appropriate in ads?  What about sexual innuendo? If sex sells, should there be limits?
  27. 27. Briefcase: IKEA Thinks Outside (and Inside) the Box
  28. 28. IKEA Brooklyn  Stores worldwide: Abu Dhabi to Zurich  New York didn‟t have its own IKEA until 2008  New Yorkers had to travel to New Jersey, Long Island, or Connecticut until IKEA opened its Brooklyn store
  29. 29. IKEA Brooklyn target audience  New York women, ages 25-54  She lives in the most creative city in the world  She is modern, progressive, stylish, and smart  Prides herself on expressing her own creativity  Her home is a reflection of her personal taste  Is constantly looking for ways to creatively optimize her living space  She sometimes feels overwhelmed with all the stimuli in NYC
  30. 30. IKEA Brooklyn strategic idea  IKEA is a destination for inspiration  Campaign messages couldn’t just say “inspiration,” they had to be inspired
  31. 31. IKEA Brooklyn inspiration  Inspiration came from unique characteristics of IKEA furniture...  It comes flat-packed in cardboard boxes, ready to take home and enjoy  Boxes became the inspiration for out-of-the-box creative
  32. 32. IKEA placed studio-sized boxes in NY
  33. 33. Rooms-with-a-view traveled the streets
  34. 34. Pizza boxes touted the delivery service
  35. 35. IKEA built a replica of the Brooklyn Bridge out of boxes
  36. 36. Chapter 2: Branding: Identity & Image Strategy
  37. 37. Branding Defined  Brand like a person  personality.  Brand identity  strategically planned & purposeful presentation to gain positive image in public & consumer mind.  Brand identity can represent via … ▸ Name, logo, tagline, color palette, architecture, and sound.
  38. 38. Branding Defined … con’t Identity Leads to Image  Brand image  public‟s perception of the company / brand.  Brand image can form every time e.g. ▸ From ads, at store, or interaction with service staffs  No brand image = no public persona.
  39. 39. Branding Defined … con’t Identity Leads to Image … con’t  Brand identity = shortcut to help consumers form an image of the brand. Identity + Image = Reputation  Identity also more than just visuals  relate to brand‟s reputation. ▸ Less feeling than its image, harder to shape, formed over the time through the overall impression.
  40. 40. Brand Identity Elements Name:  The most important assets –one of the most remarkable ones.  Naming brands has become a big business – some agency do nothing but name the brand.  Naming can create by advertising agency, name of brand owners, chief executive, etc.
  41. 41. Brand Identity Elements … con’t Logo:  Visual symbol a brand or company uses to identify itself to consumers.  Simply a graphic element, or can be latter is typical called logotype.
  42. 42. Brand Identity Elements … con’t Tagline:  Short phrase  used with a brand name or logo can call brand‟s slogan or motto.  Unlike other brand element, it can change over time: ▸ Number of occasions  new creative campaign developed, new ad agency is hired.  Popular & memorable tagline helps people associate with brand.
  43. 43. The arrow within the FedEx logo promotes the brand‟s promise of speed & precision.
  44. 44. Brand Identity Elements … con’t Color Palette:  If the brand strong enough, people can associate the color with brand easily e.g. Red = Coke  To select the appropriate color, brand has to study on consumers point-of-view. ▸ Pepsi select blue as brand identity based on the research finding shown that respondents perceived blue color as » modern & cool » exciting & dynamic » and refreshment.
  45. 45. Brand Identity Elements … con’t Architecture & Interior Design:  Interior design can reflect identity especially in communication agency industry.  Often decorate the office to reflect what they do: ▸ Creative field  unusual decoration.
  46. 46. Brand Identity Elements … con’t Sounds:  Harley-Davidson –trademark of sound engine „common crankpin V-Twin engine‟ ▸ Distinguish itself from other motorcycles. ▸ No other company was able to copy this unique sound  Mazda –Zoom Zoom
  47. 47. Brand Identity Elements … con’t Developing a Brand’s Identity: Doing the Research:  2 types of research require to create brand‟s identity: ▸ Internal audience –employees or people who have close connection to brand. ▸ External audience –customers, shareholders, vendors, community, and other stakeholders.
  48. 48. Projecting a Unified Message  How consumers process information they received.  Consumer doesn‟t differentiate each various types/forms of communication e.g. ads, PR, promotions, etc. ▸ Tend to view all of brand‟s communication as one floe of indistinguishable media.  Should view as consumer touchpoint
  49. 49. Projecting a Unified Message … con’t Translating an Identity for Different Media –and Culture  The adaptation from global to local in terms of brand identity e.g. brand name, tagline, etc.  The decision to standardize or localize is an important for marketers. ▸ Key consideration: how consumer view the brand, how it can translate effectively.
  50. 50. Protecting Brand Identity  Employee = embrace brand become brand champions or brand ambassador. ▸ Rewarding for spotting infringement or potential infringement of any element of the identity. ▸ Education about brand identity can enhance brand identity. » Minor inconsistency can result the diminish in brand image. » Trademark, copyright law, and patent law are the most relevant in the context of ads to issues of identity.
  51. 51. The Identity Strategy  Includes all processes & decisions –how brand project itself in the market place. ▸ Logo, tagline, color, sound, architectural style, etc.  The primary source of identification & consumer association with value & brand.  Involve with consumer research.  Strong brand identity can protect & ensure its exclusively.
  52. 52. Briefcase: Now that’s a large pizza!
  53. 53. Papa John’s  Slogan: “Better ingredients. Better pizza.”  Papa John’s backs up its slogan: ▸ Uses fresh-packed tomato sauce from vine-ripened tomatoes, not concentrate ▸ Dough is fresh, never frozen ▸ Vegetable toppings are cut fresh everyday ▸ Never adds MSG to toppings ▸ No meat fillers in its meat products ▸ Zero trans fats
  54. 54. Papa John’s became first chain to offer whole- wheat crust pizza  Created a six-acre crop circle depicting its new wheat crust pizza  Took 600 hours to complete ▸ Used red mulch for pepperonis ▸ Corn stalks for green peppers ▸ Black mulch for black olives ▸ Harvested wheat for cheese
  55. 55. Papa John’s crop circle  Located in a wheat field a mile away from the Denver International Airport ▸ Wheat used to make the crust comes from Colorado  Circle was unveiled on August 7, 2008 ▸ Denver was host of the 2008 Democratic National Convention, held August 25-28
  56. 56. Papa John’s crop circle results  The crop circle was seen daily by thousands of passengers, right up until the first snowfall  Stories about the crop circle appeared in 314 media outlets  More than 65 million gross media impressions  Whole-wheat crust orders accounted for 20% of online sales during the promotional push  The offering is now a permanent menu item.