The best brands with the best campaigns succeed by communicating brand stories that are on-point, on-brand and rise above the clutter of the crowded marketplace. That was the message of branding and advertising expert Allen Adamson, who delivered the opening keynote at EventTech 2015, which took place in Las Vegas Nov. 2-4. Adamson is the author of BrandDigital and BrandSimple, as well as the managing director of the New York City office of Landor Associates.
“Branding was easier in the good old days,” he told the EventTech audience. “However, getting to the right story is much harder today because the differences between brands and products is evaporating.”
To find the right story, brands must focus on the two percent where their differences come to life. “The what, how, who you are, why you do it, these are all valid places to build a story,” Adamson says.
A successful brand story must achieve three goals: The story has to have a point, it needs to be on-brand and it needs to break through the clutter of today’s crowded marketing environment. Here are three tips he offered on how to do that:
1. Make sure that you get the point of your brand across, so people say, “I got it. I got the story and I get the connection.” He pointed to Old Spice’s Manbook campaign, which defined the art of “manliness,” as an example.
2. Make sure it is on-brand, that it “reeks” of the brand either from a personality point of view or other touch points, so that it is communicated clearly. Scotch Brite, the sponge brand, teamed up with restaurants in a program in which it provided its sponges to diners who opted to wash dishes instead of paying for their meals. “Nice strategy,” he says, but it didn’t get many views on social media.
3. Make it extraordinary. More important today than word-of-mouth is “word-of-eye,” Adamson says. “If you are going to go through the effort, make something shareable. People do not share ordinary. In today’s world, do something that people can capture. Pictures are far more powerful than words. Give them something they can share visually.”
Photo courtesy: Andrew Weeks