KEN BANKS’ BLOG FEBRUARY 2021
CLICK THE LINK AND PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO
BIG GAME AND BIG BRANDING OPPORTUNITIES!
Well, it’s been an exciting year in my hometown Tampa Bay area, despite all the challenges and downers of 2020, Our sports teams have given us a lot to get excited about with a Stanley Cup by the Lightning in hockey, a World Series near miss by the Rays in baseball, and a Super Bowl victory by the Buccaneers in football a week ago. Of course, it’s also a time for marketers to try to take advantage of the huge media coverage to bring out their best creative and largest individual media spending each year.
Once again, the Big Game brought big commercials some of which were well spent on furthering the brand. Then there were others that caused a lot of us students of branding to say, “What were they thinking?” with messages that in my opinion miss the mark. I have said for years in this business that the best branding is done with consistent, year-long marketing strategies that build not just awareness but a relationship with the consumers.
Shooting your wad on one spot or a few spots at the holidays or on the Big Game in most cases is just that—a waste of money. Here are some spots that give us a good example of great creative and a sound brand strategy that is consistently built throughout the year. Click on the links at the end of the discussion to view the spots.
JEEP. An American brand with patriotic roots as a military utility vehicle as dis-unity pervades the US and many of our systems. The vehicles are worked into the message and complement the brand strategy that has been built over the years as America’s first SUV. It’s an inspiring message but the brand shines through as the vehicle representing middle America. I do feel that Bruce Springsteen as the main character was unnecessary and a distraction as I found myself trying to figure out if that really was the Boss in the middle of Kansas. However, the message was powerfully written and produced and was extremely timely even in the middle of the Big Game.
Click here to view and be inspired: https://www.youtube.com/watch?v=-gPOPLrUfyw
TOYOTA. On the other hand, we have an inspiring spot with the compelling real-life story of Jessica Long, an adopted, handicapped athlete who rewards her parents for their confidence and acceptance by becoming an Olympic swimmer. The spot confirms Toyota USA’s commitment to being an American manufacturer and employer with American commitment to excellence. The only problem for me was that the story was so compelling and so wonderfully produced that I missed the Toyota sponsorship and brand. It wasn’t until I was asked what I thought of it and it was identified as a Toyota spot that I realized who was making this wonderful statement.
Click here to view: https://youtu.be/fqWG5_7nwyk
M&M’s: I love M&M’s and I believe so do the majority of others out there. In fact, in one of my previous positions, I had a Waterford crystal jar of the treats that melt in your mouth not your hands on my office conference table. I always believe you couldn’t help smiling when you have a handful of these candies and my associates seemed to agree, even if I didn’t always agree with their proposals or reports. M&M’s has always had clever spots in the big events and this one drives home the message in a clever way that no one can stay upset with you if you offer them a bag of M&M’s as a token of asking for forgiveness and brings a smile with great creative and production.
Click here to view and grab a handful if you can. https://youtu.be/lKUcHcizEMc
Rocket Mortgage. I’ve always enjoyed Rocket’s creativity in establishing itself as a leading source for home financing. When it comes to mortgaging your house, there is always some intrepidation about whether you are getting the best financing without any strings attached. Tracy Morgan is effective as himself in demonstrating that being “pretty sure” doesn’t cut it in many situations, especially getting a mortgage. Rocket consistently has stand out creative in their ongoing messages and I thought their Super Bowl Squares online promotion got many viewers involved (including myself (6&4 didn’t cut it with a score of 31=9) and surely developed a data base for more personal messages in the future.
Click here and I’m pretty sure you’ll get the message., https://youtu.be/EMgA-y2nRWE
WALT DISNEY WORLD. As you can tell by my welcome video, the ongoing “I’m going to Disney World” campaign that has been running since 1987 featuring the MVP’s of all the Super Bowl right after the game is over exclaiming that the next best place to celebrate the victory (or any other special event) is at Disney World. Their message throughout the year always promises a special time in a special place and the place consistently exceeds its brand promise at the parks and resorts. Having the foresight to get both Brady and Gronk was a no brainer this year (especially for the Buc’s GM and coach.
Click here to view a spot that is easy to shoot but ingenious in getting it done in such a timely manner.: https://youtu.be/xHOgwub8apc
There are some others worth noting, but here are some that should have saved their money or re-visit their brand strategies.
Samuel Adams. I thought it was a Budweiser commercial but was disappointed with a spot which was a silly as the product name (Wicked Hazy IPA) https://youtu.be/ppJtM1CzoPY
Cadillac. Worth marketing their total electric car with self-driving feature. But Edward Scissorhands? Not very timely and once again GM fails to pay attention to the Lexus who captured the largest share of the luxury car market with logical, well-produced straight-forward messages year after year.: https://youtu.be/9CD8h1kANag
Jimmy John’s. The brand has made big inroads in gaining market share from Subway, but it wasn’t by have Brad Garrett as a not-so-believable gangster sub-maker. They should stick their honest, well produced sandwich spots that work not this dumb message. https://youtu.be/-cuVTq76PIk
Fiverr. Who? Another of those unknown brands trying make a name for itself in one spot. I’m not sure I would want their recommendation for free-lance creative as a result of this silly, disjointed spot. https://youtu.be/XelsNvpibpQ
Unfortunately, there are more in this category that I could share, but enough already. Here’s to celebrating the Buc’s victory and hoping that 2021 is a great year for your brand as well.
LISTEN TO MORE OF KEN’S COMMENTS ON HIS LIVE INTERVIEW WITH TOM SHAY ON HIS PODCAST “Small Business Conversations” on various streaming channels or at www.progitsplus.org.
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