'Nobody knows anything.’ This is a saying that used to do the rounds in ad land. But I haven’t heard it for a while… William Goldman became an Oscar-winning screenwriter by ‘writing scripts he believed in, not the flavour of the day.’ According to ‘Variety’ magazine, he also wrote the best line in the history of Hollywood. But when Goldman wrote ‘nobody knows anything’ it wasn’t part of a famous movie script. He was writing about the inherently unpredictable business of creativity and making commercially successful movies. Of course, Goldman wasn't saying that people in the film business know nothing about making movies. The film industry is brimming with talent and innovative technical expertise. But all this knowledge doesn’t necessarily get anyone in Hollywood closer to knowing what a hit looks like. The history of moviemaking is littered with sure things that bombed at the box office. Goldman’s point was that immersion in the esoteric craft of moviemaking may actually make it more difficult to see things the way ‘normal’ people do. ‘Nobody knows anything’ could easily have been written about the marketing and advertising business. There are myriad ways to create successful advertising. And myriad experts offering sure fire formulas for doing it. But like any creative endeavour, creating successful advertising is a messy jumble of intended and unintended consequences. At the start of my career, I was taught that ‘brand response is more important than ad response’. It is still my guiding principle. We can never say, definitively, what makes successful advertising. And yet the 'illusions of control' peddled by the ad testing industry continue to lure marketers into creative straightjackets. But we all know a successful brand when we see one. That's why Burst Your Bubble created 'Signal'. Derived from some of the best thought leaders in marketing and behavioural science, Signal is a ‘real world’ research framework that focuses on brand success. Thanks to Lena Roland and the gang at WARC for giving me the opportunity to talk about it. Read more on the link (no subscription required) https://lnkd.in/erANn6FD #advertising #marketing #media #mrx
Ian Murray’s Post
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Digital Marketing Consultant | Performance Marketing Specialist | Social Media Expert | SEO Specialist | Branding Expert | Author - what makes marketing campaign successful + 3 more books
Learn How Mars M&M promoted candies through M&M character Campaign The story of M&M's characters began in the 1950s when Red, Yellow, Green, and later additions like Blue and Orange, were introduced to the world. These colorful characters quickly became the faces of the brand, appearing in advertisements, promotions, and packaging. Each character has its own unique personality, from Red's confident and sarcastic demeanor to Yellow's lovable innocence, endearing them to audiences of all ages. One of the key strengths of the M&M's character campaign lies in its ability to leverage personality to connect with consumers on an emotional level. Through clever storytelling and humorous interactions, the characters come to life, becoming relatable and memorable figures in the minds of consumers. Whether it's Red's witty one-liners or Yellow's endearing clumsiness, each character resonates with audiences in a unique way, fostering a deep emotional connection with the brand. The success of the M&M's character campaign can be attributed to its innovative and engaging marketing strategies. From television commercials to digital media and social media platforms, the characters are omnipresent, captivating audiences with their antics and adventures. The use of storytelling, humor, and nostalgia ensures that the characters remain relevant and compelling, driving brand awareness and affinity among consumers. #marketing #business #ceo #manager #director #management Read complete case study at : https://lnkd.in/gqknCgV7
M&M’s From Candies to Characters A Case Study in Brand Evolution and Marketing Mastery
https://akshatsinghbisht.com
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Agency group Common Interest aims to fill a gap in #marketing where cultural authenticity trumps appropriation. If that sounds surprising in an industry that touts cultural reflection, remember that hits like the marketing for the Barbie movie are rare exceptions. Indeed, marketing often flirts with culture but rarely delivers. Harsh? Maybe, but for every Barbie, there are countless flops that miss the cultural zeitgeist entirely. Bud Light, PepsiCo, Balenciaga, Burger King, Peloton — even these revered brands with savvy marketers have had their share of tone-deaf attempts to reflect culture in recent years. Suddenly, Common Interest’s pitch starts to make perfect sense.
Agency group Common Interest is on an acquisition drive
digiday.com
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How do YOU measure success? For the traditional 30, 60 and 90 second commercials, many of them brilliant productions that took months of work and many creatives to bring to fruition, that ROI is often immediate attention, “buzz” and that old-school thing they called watercooler conversation. What they’re not known for is long-term brand engagement or (gulp) driving a consistent, direct sales impact. So in a market where executives at all organizations are worried about the longevity of their brand, isn’t the real ROI tied into recall, influence and long-term brand lift/awareness? Moreover, are these 30, 60, 90 interruptive formats (which most people skip if they even watch linear channels) the best investment to ensure the future of most brands? I don’t claim to have the answers to these questions, but as I’ve thrown myself deep into the world of Brand Storytelling and Brand-Funded Entertainment in the past 10 years, it’s due time we start measuring that work, or at least look at the impact, in a more unique way. Major kudos here to Megan Wells, Andy C. and Kevin Keane 🧠 for an important start to this conversation, the new EVOKE platform, marrying neuroscience with human intelligence, emotions and a values system, which may change the way creatives and executives alike evaluate the success of brand storytelling. I recommend you check it out if your work in any way touches brand content in its many forms. #brandstorytelling #measurement #marketing #communications
BrandStorytelling BrandVoice: Revolutionizing The Measurement Of Branded Funded Entertainment
forbes.com
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Communications strategist, Public relations, Digital Marketing, Writer, Content creater, YouTuber - I crave for more challenges to add an impact on your brand's growth through proper communication and mutual relations
Talking about storytelling. Overtime, I have learnt that people may fail to buy a product or service on its own but for the story they sell to their target audience. From the same Coca Cola campaign, I found myself buying coke soda for the first time because it had a name VINCENT written on it. And on reaching home, everyone wanted one that had their names. I ended up going back to look for coke soda bottles with names like Immaculate, Frank, Mark, Elizabeth and Justine. Somehow up to date, all these people buy Coca Cola because they felt like they were part of the family. I can conclude that people tend to buy stories which stories shape the way they perceive products and services. Oh, let’s see, what comes to your mind when someone mentions these brands; MTN, Apple (iPhone), Google, Mercedes. You have it right. That’s called brand equity and it brings about loyalty. Bring your brands to Cinat and we tell that story on your behalf.
Brands are conversations not commercials. The marketplace is crowded and everyone wants to be noticed so simply having a great product or service isn't enough. Consumers today crave connection, authenticity, and a reason to believe in the brands they choose. This is where brand storytelling comes in. Audiences believe in a narrative that captures the essence of your brand, resonates with their beliefs, and ignites an emotional connection to your brand. Some of the best brands have amassed a fortune and loyal customers over the years because they understood that it was not just about the sales, it was about the story and what the clients believed in too. A great example is Coca-Cola. Coca-Cola's story is built around family and crafting memories, selling the feeling that comes with having a Coke at mealtime with your friends and loved ones. Unique campaigns like the "Share A Coke" campaign where different bottles were labeled with individual names tapped into people's emotions as seeing their names on these bottles made them feel seen. Working with the right team to craft and tell your story in a way that resonates and speaks to your audience is key. Let's tell your story the right way. We are just one call away. Reach us on 0788780222 or [email protected]. Follow our story https://lnkd.in/dU4KHcZF
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Brands are conversations not commercials. The marketplace is crowded and everyone wants to be noticed so simply having a great product or service isn't enough. Consumers today crave connection, authenticity, and a reason to believe in the brands they choose. This is where brand storytelling comes in. Audiences believe in a narrative that captures the essence of your brand, resonates with their beliefs, and ignites an emotional connection to your brand. Some of the best brands have amassed a fortune and loyal customers over the years because they understood that it was not just about the sales, it was about the story and what the clients believed in too. A great example is Coca-Cola. Coca-Cola's story is built around family and crafting memories, selling the feeling that comes with having a Coke at mealtime with your friends and loved ones. Unique campaigns like the "Share A Coke" campaign where different bottles were labeled with individual names tapped into people's emotions as seeing their names on these bottles made them feel seen. Working with the right team to craft and tell your story in a way that resonates and speaks to your audience is key. Let's tell your story the right way. We are just one call away. Reach us on 0788780222 or [email protected]. Follow our story https://lnkd.in/dU4KHcZF
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Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
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Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
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Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
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Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
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Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
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