In a tough economy companies are studying more than ever the impact their advertising campaign has on brand image. With the Superbowl commercials just past us, a new movement in advertising has begun.
“It isn’t about selling; it is about building a relationship with the customer,” said Derek Walker of Advertising Age, a leader in global source of news for marketing and media communities. Walker continues by stating, “Advertising is an industry that’s always in flux, always looking for new and more effective ways to speak with consumers.”
This years Suberbowl commercials seemed to follow the pattern of what Walker told us about. Take for example the Chrysler commercial that wasn’t really about a particular product, the commercial merely shows where the company manufactures its cars. It shows that they care about the community of Detroit and that nothing will ever change. Chryslers commercials was a rave across Twitter while watching the game, and many experts including Ad Age loved their new slogan, “Imported from Detroit.”
Companies across the country are looking for ways to show consumers the life their brand personifies. Nike’s slogan, “Just Do It”, represents more than just the brand “Nike”. It represents a life style of athletes that will take everything they do to the limit, and then beyond that limit. When the slogan turned 20 years of age back in 2008 Joaquin Hidalgo, VP-global brand marketing at Nike said, “Clearly we’re going to inspire the consumer with this campaign, which is really about celebrating probably one of the most inspirational brand statements of all time, ‘Just Do It.’ And it’s not only an ad. We’re also allowing consumers to interact with the piece of communication.”
Interaction seems to be the most important key of any new advertising campaign. Companies across the country are swarming to social media outlets such as Facebook to create “Pages” that allow their brand to communicate with their followers. Consumers can post comments, videos, photos of them interacting with their brand and this allows for a community of people to come together with a common bond, your company and its brand.
“I can’t think of a more fitting way to depict Detroit’s story than to have fellow Detroit native, Eminem, announce that the city is back and to remind Americans that the revitalized Southeast Michigan auto industry is brimming with new investment and optimism,” Rep. John Conyers (D-Mich.). “This year marks a serious upturn for the city of Detroit.” This form of optimism sparks that interest in the consumer, with out the brand really selling a product to the community. They simple sparked that interaction with their consumer, which may or may not lead to that interaction needed to create a sell.
“Advertising by its definition cannot be revolutionized, redefined or reinvented. It will always be advertising,” Walker states. The only thing we are changing is the way we do advertising, and we always follow that the consumer wants, and currently they want interaction between them and the brand.
In “The Persuaders,” FRONTLINE explores how the cultures of marketing and advertising have come to influence not only what Americans buy, but also how they view themselves and the world around them. Throughout this 90-minute documentary, they discuss advertising “clutter”, which companies continue to create by using new campaigns that break free from the original clutter. Only to become clutter as more companies use this new technique. Soon connecting with a brand will only become part of the clutter, and soon we will have a new way of advertising. What will be the new technique? Only the consumer knows.
I love to watch commercials and want to know what was your favorite superbowl, or for that matter what your favorite commercial in general is! I’ll pick my favorite and write about it!