{"id":900,"date":"2019-02-25T14:50:38","date_gmt":"2019-02-25T19:50:38","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=900"},"modified":"2019-02-25T14:50:40","modified_gmt":"2019-02-25T19:50:40","slug":"super-branding-from-a-not-so-super-game","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=900","title":{"rendered":"SUPER BRANDING FROM A NOT SO SUPER GAME!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">KEN BANKS\u2019 BLOG FEBRUARY 2019 <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/PZLaXH73D8o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SUPER BRANDING FROM A NOT SO SUPER GAME!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So another Super Bowl has come and gone.&nbsp; The game surely wasn\u2019t memorable this\nyear\u2014although some day we will all remember the Brady\/Belichick Dynasty and\nthis game will come to mind even if we forget who they played.&nbsp; The hype for this sporting event has gone\nbeyond overdone unless of course your favorite team happens to be playing.&nbsp; The media coverage, the media day, the radio\nrow, the pregame shows, the halftime show (yawn), the postgame show, the\nhighlights if any are getting to the point of boredom.&nbsp; So what branding got to do with it?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, there is no other media event on which more marketing\ndollars are spent and more advertising hype is displayed than the Super Bowl\n(whoops, I meant the Big Game since I don\u2019t have NFL license).&nbsp; Let\u2019s face it if you\u2019re going to spend $5.25\nmillion for a 30-second spot (that $175,000 a second) not to mention the\nproduction and talent costs, you certainly do get a lot of media attention\nbeyond the airing of the spot itself.&nbsp;\nSo, it\u2019s a bif spend and it\u2019s a big opportunity to strengthen your brand\nmessage like no other ad you might run the rest of the year.&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I have to admit, I do not sit and scrutinize every ad that\nruns before, during and after the game, but I do watch the game and am\nsensitive to the messages just as I am when I watch Bull, SportsCenter, or This\nis Us.&nbsp; I do this to see if any cause a\n\u201cwow\u201d reaction or whether they go unnoticed or elicit a \u201cWhat was that all\nabout?\u201d reaction.&nbsp;&nbsp; Again this year, I am\nimpressed by the production dollars spent on these spots more than the\nmessage.&nbsp; However some do break through\nand at the same time, in my opinion, establish or further strengthen the\nbrand&nbsp; message for the particular product\nor service.&nbsp; So here are my top five\nspots that caught my branding eye this year. These are commercials that are\nmemorable not only for creativity but also for communicating the brand message\neffectively.&nbsp; I\u2019ve added a link to a\nrecap of all the commercials so that you can review them al without being\ndisturbed by a game or Adam Levine\u2019s tattoos.&nbsp;\nI\u2019ve also noted a couple that I think wasted their money and our time\nwith no branding message that I can determine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Click here to review all the spots without\ninterruption:&nbsp;&nbsp; <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/bY3yFmmy62M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">THE GOOD ONES<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot-1024x470.jpg\" alt=\"\" class=\"wp-image-910\" width=\"279\" height=\"127\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot-1024x470.jpg 1024w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot-300x138.jpg 300w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot-768x352.jpg 768w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot-1080x495.jpg 1080w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot.jpg 1088w\" sizes=\"auto, (max-width: 279px) 100vw, 279px\" \/><figcaption> <\/figcaption><\/figure><\/div>\n\n\n\n<ol class=\"wp-block-list\"><li>&nbsp;Dietz\nNuts:&nbsp; Ok, this is a pretty simply\nproduced spot with Craig Robinson (formerly on <em>The Office<\/em>) and his brother&nbsp;\nand it\u2019s about a new nut.&nbsp;\nHowever, I think since it\u2019s a spot to introduce a new kind of nut\u2014made\nout of meat not a vegetable (or is it a fruit?).&nbsp; Anyway, this spot gathers your attention with\na likable celebrity and a simple message that catches your attention while you\nmuch on that bowl of beer nuts on the bar.&nbsp;\nHumor that is realistic and a simple message and it caught my attention\nto find out more about this new nut.&nbsp;\nAnd, while were being nutty, I thought the spots by Planters (the #1\nbrand) were silly and the use of Charlie Sheen and A-Rod was superfluous.<\/li><\/ol>\n\n\n\n<ul class=\"wp-block-gallery alignright columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"885\" height=\"639\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Bubly-SB-spot-1.jpg\" alt=\"\" data-id=\"919\" data-link=\"https:\/\/www.kenbanks.com\/?attachment_id=919\" class=\"wp-image-919\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Bubly-SB-spot-1.jpg 885w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Bubly-SB-spot-1-300x217.jpg 300w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Bubly-SB-spot-1-768x555.jpg 768w\" sizes=\"auto, (max-width: 885px) 100vw, 885px\" \/><\/figure><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-gallery alignright columns-2 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot.tiff\" alt=\"\" data-id=\"901\" data-link=\"https:\/\/www.kenbanks.com\/?attachment_id=901\" class=\"wp-image-901\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Dietz-nuts-SB-spot-1.tiff\" alt=\"\" data-id=\"902\" data-link=\"https:\/\/www.kenbanks.com\/?attachment_id=902\" class=\"wp-image-902\"\/><\/figure><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>&nbsp;Bubly.&nbsp;\nA great way to introduce another new brand, Bubly sparkling water\nfeatures the guy whose name we all mispronounce, Michael Buble\u2019 and&nbsp; his efforts to change the spelling to his\nname even in the store.&nbsp; A simple name\nthat helps define the brand and differentiate it from the hundreds of other\ncarbonated drinks on the market.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped alignright wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"695\" height=\"550\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Colgate-SB-Spot-1.jpg\" alt=\"\" data-id=\"920\" data-link=\"https:\/\/www.kenbanks.com\/?attachment_id=920\" class=\"wp-image-920\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Colgate-SB-Spot-1.jpg 695w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Colgate-SB-Spot-1-300x237.jpg 300w\" sizes=\"auto, (max-width: 695px) 100vw, 695px\" \/><\/figure><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Colgate Toothpaste.&nbsp; Never thought a classic packaged goods brand\nlike this would do a super bowl spot that really is on target. Featuring Luke\nWilson, a recognizable actor without any baggage to disrupt the brand message,\nthe message hits on the best benefit of using Colgate Total SF\u2014that it leave\nyour breath fresh especially for those up close conversations.&nbsp; I think it was engaging, funny, and realistic\nwhile positioning a new version of a well-known brand that we use everyday.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Fabreze-SB-spot-1.jpg\" alt=\"\" class=\"wp-image-921\" width=\"241\" height=\"198\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Fabreze-SB-spot-1.jpg 674w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Fabreze-SB-spot-1-300x247.jpg 300w\" sizes=\"auto, (max-width: 241px) 100vw, 241px\" \/><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Fabreze.&nbsp;\nSimilar story here but not a new product.&nbsp; Just a new way of hitting on one of the\nbiggest uses of an air freshener but with a timely situation at a Super Bowl\nparty.&nbsp; No need for TO in this spot, but\nthe scenario is funny and drives home a new message for an every day product.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Devour-SB-spot-1.jpg\" alt=\"\" class=\"wp-image-923\" width=\"220\" height=\"137\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Devour-SB-spot-1.jpg 973w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Devour-SB-spot-1-768x483.jpg 768w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/02\/Devour-SB-spot-1-400x250.jpg 400w\" sizes=\"auto, (max-width: 220px) 100vw, 220px\" \/><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Devour Frozen Entrees.&nbsp; Another new product to me that I won\u2019t forget easily.&nbsp; A different approach to positioning the brand from all the other frozen dishes out there and getting the message across that will turn you into a fanatic (frozenfood-ofile?).&nbsp; The scenarios are recognizable when someone is addicted but doesn\u2019t want anyone to know and the brand name is interesting enough to spark some interest into an otherwise mundane product category.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">There are several others, but I chose these for originality,\nsimple production, and getting the branding message across.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">NOT SO GOOD ONES.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand, here are some who I feel wasted their\n$5.25 Million plus :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Audi<\/strong>\u2014Dreaming about a car during a near death experience caused by a cashew.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Nuts to\nyou.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ol<strong>ay<\/strong>:&nbsp; Killer skin.&nbsp; Is this a trailer for a horror film or a poor way to sell soft, supple <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Skin.&nbsp; I don\u2019t think it\u2019s a good partnership anyway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pepsi<\/strong>.&nbsp; I love Steve Carell, but I didn\u2019t find these spots funny or effective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Amazon<\/strong>:&nbsp; I love Amazon, but these celebrity spots (Harrison Ford) don\u2019t work for&nbsp;&nbsp;&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp; me at all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bud Light<\/strong>:&nbsp; Usually I find Bud commercials to be some of the best, but this one about &nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; the jousters in its ongoing medieval campaign\nis really stupid even if it is &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;movie trailer in disguise.&nbsp; Dilly. Dilly<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Turkish Airlines:&nbsp; Nice story and more of a short flick.&nbsp; Not sure it would make me want to fly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, there are a lot a lot more but let\u2019 s get on to March Madness and hopefully some more effective branding this year.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>KEN BANKS\u2019 BLOG FEBRUARY 2019 PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO SUPER BRANDING FROM A NOT SO SUPER GAME! So another Super Bowl has come and gone.&nbsp; The game surely wasn\u2019t memorable this year\u2014although some day we will all remember the Brady\/Belichick Dynasty and this game will come to mind even if we forget [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-900","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=900"}],"version-history":[{"count":5,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/900\/revisions"}],"predecessor-version":[{"id":926,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/900\/revisions\/926"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}