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ART-3443 Brand Campaign Ad Advertisements Exercise 2

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

BRAND

Campaigns Campaigns Campaigns

For each Product/Collection of Products/Service. There should be one campaign that runs for a set amount of time.

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

A Brand doesn’t (shouldn’t) change. Ever.

2005 - 2010 2010 - 2015 2015-2020

THE BASIC (and ideal) FORMULA

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BRAND

Campaigns Campaigns Campaigns

For each Product/Collection of Products/Service. There should be one campaign that runs for a set amount of time.

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

A Brand doesn’t (shouldn’t) change. Ever.

2000 - 2005 2005 - 2010 2010 - 2015

THE BASIC (and ideal) FORMULA

Rebranding?

“A brand isn’t just a name on the box. It isn’t the thing in the box either. A brand is the sum total of all the emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a certain company.”

-Luke Sullivan

“A brand is not what you say it is. It’s what they say it is.”

-Marty Neumeier, “The Brand Gap”

BRAND

� What it is: ◦  A brand is a promise. It’s shorthand for all the

product’s attributes, good and bad.

� What it does: ◦  A brand makes the promise personal by

conveying the product’s personality, which reflects on the people who buy the product. It’s really all about relationships.

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

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LOGOS A logo is a major component of brand identity, the primary visual identifier. BUT A LOGO IS NOT A BRAND.

LOGOS

A logo is a major component of brand identity, the primary visual identifier. BUT A LOGO IS NOT A BRAND. Logos can change. But do so rarely and cautiously. Avoid it if possible.

2000s: We are now firmly in a NEW BRAND WORLD.

Term coined by marketing guru Scott Bedbury

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“Brand image advertising (and promotion) sells the personality, the mystique, and the aura surrounding or emanating from the product, not the product itself… Sell the sizzle, not the steak.”

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

Theories of why:

� Too many ad messages to remember and detailed product information, so consumers are lucky if they remember a few select brand symbols

�  Shift from information to images (global), so brand symbol > product shot

� Beyond just brand names, more power in deeper meaning than just a product

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

Resonance

� When you achieve resonance, your external message connects with internal values and feelings of consumers

�  “A cult, a company, a brand, a military organization, a fraternity, or a political party must have a meaning system. It’s part of what people do, a unifying structure for the community.”

– Douglas Atkin

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

Unique Selling Story Proposition

� Make it the anchor for every story you tell

�  Stories are driven by emotions and consumers express these emotions through their consumption choices

� Consumers see themselves within these stories and within this community

https://www.youtube.com/watch?v=0eEG5LVXdKo

https://www.youtube.com/watch?v=5SIgYp3XTMk

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ART-3443 Brand Campaign Ad Advertisements Exercise 2

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

BRAND

Campaigns Campaigns Campaigns

For each Product/Collection of Products/Service. There should be one campaign that runs for a set amount of time.

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

A Brand doesn’t (shouldn’t) change. Ever.

2000 - 2005 2005 - 2010 2010 - 2015

THE BASIC (and ideal) FORMULA

Advertising Campaign IS NOT Campaign Advertising J

CAMPAIGN

� A campaign is a series of ads for a product (or service or company) that work individually and cumulatively to communicate the advertiser’s message to the consumer. ◦  Each element of campaign has to be

effective on its own ◦ All work together to build a cumulative image

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

CAMPAIGN

� Common objective: well-defined target audience, awareness, comprehension, conviction, and action goals within a given time frame. = Campaign Strategy

� Unified theme: campaign needs to convey a single message so the consumer can connect that one adjective to the brand.

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

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“Consistency cannot be emphasized enough. To create a truly narrative environment, you must carry the story throughout.”

-Laurence Vincent

CAMPAIGN � A campaign is a SERIES of planned actions.

Think big about a wide, multipronged attack on the marketplace.

� When assigned to write a one-time ad, check to see if the client has an ongoing look/sound/slogan. If so, make the point of the ad fall under the umbrella of the ongoing look/sound/slogan.

�  If client has NO continuity in advertising, write the one-time ad so that it could be extended to a campaign if necessary.

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

CAMPAIGN � When writing an ad campaign, do not

repeat the same plot in different media. Repeat the creative strategy with different executions.

� Think extendability from the beginning. ◦  Sometimes a strategy is so narrow that only

1-2 commercials or ads can be written under that strategy. ◦ Think ahead to all the different ways you

can execute advertising under your creative strategy.

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

CAMPAIGN Creative Strategy

� Begins with marketing objectives ◦ Always need to ask,

“what do you want to accomplish?” ◦ The more specific your goals,

the better the plan ◦  Look at the big picture ◦ Don’t limit to repetition of concept

or how it will work in other media yet

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

BRAND

Campaigns Campaigns Campaigns

For each Product/Collection of Products/Service. There should be one campaign that runs for a set amount of time.

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

Ad Ad Ad

A Brand doesn’t (shouldn’t) change. Ever.

2005 - 2010 2010 - 2015 2015-2020

THE BASIC (and ideal) FORMULA

ART-3443 Brand Campaign Ad Advertisements Exercise 2

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

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Advertisements campaigns Colgate Dental Floss Mercedes-Benz Nivea Men Mazda

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Advertisements campaigns Colgate Dental Floss Mercedes-Benz Nivea Men Mazda

Advertisements campaigns Colgate Dental Floss Mercedes-Benz Nivea Men Mazda

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Advertisements grow the campaign Can you spot the Big Idea in this campaign and create a new ad?

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Advertisements single to campaign Can you spot the Big Idea in this single ad to create a campaign? Legos McDonalds Band-Aid

Advertisements single to campaign Can you spot the Big Idea in this single ad to create a campaign? Legos McDonalds Band-Aid

Advertisements single to campaign Can you spot the Big Idea in this single ad to create a campaign? Legos McDonalds Band-Aid

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ART-3443 Brand Campaign Ad Advertisements Exercise 2

Groups

Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010.

SET 1: McDonalds (South Africa)

Abigail Matthew

Billy