Keith Bates Blog
NEED TO STAND OUT IN YOUR MARKET?
Maybe your website is sending the wrong message!
October 30, 2017
Wouldn’t you like marketing to make your product famous?
Introducing two approaches for achieving product “fame”.
Creativity stands out in the crowd
For many senior executives, ranging from CEOs to CMOs and beyond, creative skills are nice to have. They’re a given in the world of marketing. But they’re often perceived as simply an adjunct to all the other pieces of communications required to take a product to market. But that isn’t true. Creativity stands out in the crowd. Following are random excerpts from James Hurman’s book, The Case for Creativity (and for fame).
Food for thought…from James Hurman!
Recently I was lucky enough to be invited to judge the inaugural Cannes Creative Effectiveness Lions. It was the first time a leading awards show had undertaken to celebrate the work that was both highly creative and highly effective. I thought it was great. Why set our sights on being either “creative” or “effective”, when we could be truly ambitious and demand both?
“Fame campaigns work by getting the brand talked about and generally making it more famous,” says Field. “This is not the same as advertising designed to raise brand awareness (which most advertising seeks to do) – it is about creating perceptions of being the brand that is ‘making waves’. This encourages brand usage by creating perceptions that the brand is bigger and ‘more important’ than before”.
The study went on to make the astute observation that while you can buy awareness, you can’t buy fame. That awareness (which correlates very loosely with effectiveness) is dependent on creativity.
Two new creative strategies, tailor made to create fame.
Looking through the lists, it’s clear that what has always been true of the best creative advertising still stands. Ideas that engage people through emotion and humor remain in the bread and butter of creative effectiveness, but within that two new themes have emerged in our digital era. (Buy the book and learn the details…or send a comment)
First: Brands ‘doing’ as opposed to ‘saying”. The belief that actions speak louder than words explains the market shift in recent times from advertisers ‘saying less and doing more’.
Second: Brands adopting social or environmental ‘causes’ as platforms. What each advertiser understood was that consumers will latch onto, share and talk about causes they perceive as worthwhile a lot more passionately than they will about brands.
For a free copy of “Creativity—the critical gap between Messaging & Media” simply visit www.kbates.com home page for the link.
IT’S THE MESSAGE, NOT THE MEDIA, THAT PERSUADES. For CEOs, CMOs in need of an Ad Agency, or a MarTech firm. Do this first… Accept the fact that traditional ad agencies often lack the consulting expertise to develop positioning and differentiation strategies while...
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