Has Branding Lost The Plot?
From A Naybob Of IT.... Ben Hunt's, The Epsilon Theory Zeitgeist (Finance and politics seen through the lenses of narrative, game theory, and history.) compelling must read, The Last Chance...
Following up on Q219 GDP: Puree Mode? Once again it's "Flush it Thursday" or "Thursday in the Loo".. and this week we are taking a major shift. So please sh*t back and relax with week's offering... Has Branding Lost The Plot? Join the bowel movement by sharing this story....
Share The Fantasy; What Happens Here, Stays Here; A Diamond Is Forever; For Mans Flavor Come to Marlboro Country; Breakfast Of Champions; It's The Real Thing; The World's Most Interesting Man; It's Not TV, It's HBO; The Champagne of Bottle Beer; Be All You Can Be and Do You Have What It Takes? all come to mind.
As to "branded" snob appeal methods, buy in to the scarcity and exclusivity of access, and all the above campaign catch slogans: ex nihilo, illusory, imaginary, delusional and cray cray apply in the extreme.
One step further in speaking of branding which has lost the plot... Submitted for your perusal and approval, a prime example of how focusing on your greatest weakness can play to your greatest strength.
Released in December 2013, one mock commercial created by Cinesite to show off their animation skills for a fake client "Haynes Baked Beans".
An official commercial by Heinz Baked Beans released a month later that focused on traditional product strength and messaging, tasty, nutritious, kids love them, easy to prepare, had been seen just over 14K times.
Five months after its December 2013 release, said fake advert which utilized un-traditional methods and messaging in focusing on the products greatest "weakness" garnered more than 9M views. On social media, Cinesite's commercial now has more than 21M views.
If only the traditional branded commercial had that type of reaction and viewership? This lesson might have taught Heinz marketing and "branding" experts, a little something? Do you think? Enjoy something good for the heart and the best medicine.
Tip O The Hat to: Joel Comm - Inc. - What This Fake Commercial Taught a $47 Billion Company About Marketing
"The reason this sits at the top of our Zeitgeist is because there are few narratives that define that Zeitgeist more than narratives of scarcity and access. Not all scarcity and access is created equal, even if the language used to describe them is."Nattering: Mostly created ex nihilo.
Following up on Q219 GDP: Puree Mode? Once again it's "Flush it Thursday" or "Thursday in the Loo".. and this week we are taking a major shift. So please sh*t back and relax with week's offering... Has Branding Lost The Plot? Join the bowel movement by sharing this story....
"Anyone who tells you there’s a whisky in the world for which the drinking experience is worth $4,000 more than comparable options has lost the plot."Nattering: The exclusivity and sheer experience of it all. Nothing to do with the product itself, just owning, being seen using, or "buying in" is good enough.
Share The Fantasy; What Happens Here, Stays Here; A Diamond Is Forever; For Mans Flavor Come to Marlboro Country; Breakfast Of Champions; It's The Real Thing; The World's Most Interesting Man; It's Not TV, It's HBO; The Champagne of Bottle Beer; Be All You Can Be and Do You Have What It Takes? all come to mind.
As to "branded" snob appeal methods, buy in to the scarcity and exclusivity of access, and all the above campaign catch slogans: ex nihilo, illusory, imaginary, delusional and cray cray apply in the extreme.
One step further in speaking of branding which has lost the plot... Submitted for your perusal and approval, a prime example of how focusing on your greatest weakness can play to your greatest strength.
Released in December 2013, one mock commercial created by Cinesite to show off their animation skills for a fake client "Haynes Baked Beans".
An official commercial by Heinz Baked Beans released a month later that focused on traditional product strength and messaging, tasty, nutritious, kids love them, easy to prepare, had been seen just over 14K times.
Five months after its December 2013 release, said fake advert which utilized un-traditional methods and messaging in focusing on the products greatest "weakness" garnered more than 9M views. On social media, Cinesite's commercial now has more than 21M views.
If only the traditional branded commercial had that type of reaction and viewership? This lesson might have taught Heinz marketing and "branding" experts, a little something? Do you think? Enjoy something good for the heart and the best medicine.
Tip O The Hat to: Joel Comm - Inc. - What This Fake Commercial Taught a $47 Billion Company About Marketing
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