{"id":970,"date":"2019-12-02T14:24:36","date_gmt":"2019-12-02T19:24:36","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=970"},"modified":"2019-12-02T14:24:38","modified_gmt":"2019-12-02T19:24:38","slug":"holiday-branding-at-its-best-2","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=970","title":{"rendered":"HOLIDAY BRANDING AT ITS BEST!"},"content":{"rendered":"\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\" title=\"KEN BANKS BLOG DEC 2019\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/shy5sydwBa0?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\nVIEW THIS MONTH\u2019S WELCOME VIDEO<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HOLIDAY BRANDING AT ITS\nBEST!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the most wonderful time of the year\u2026..to look at\ntelevision advertising.&nbsp; Why?&nbsp; Well, first there\u2019s more of it.&nbsp; Every year marketers, especially retailers,\npump more of their ad budgets into holiday campaigns in order to capitalize on\nthe largest selling season of the year. Second, most of these advertisers put\nmore emphasis on creativity that targets the Black Fridays\u201d, Saturdays or Black\nWeeks for that matter. Once upon a time, it was the time for slick, flashy,\nthick catalogues filled with everything one might imagine to give a loved one\nfor Christmas.&nbsp; The mailboxes and Sunday newspapers\nwere bulging with more advertising than our growing population could comprehend\nand in the process has become immune to, or at the very least bored with.&nbsp; With growth of online buying (they stopped\nshopping long ago), consumers&nbsp; still want\nto give gifts and&nbsp; yearn for the memories\nof (as another line of the Christmas Carol titled in the first words of this\narticle) \u201dChristmas\u2019s long, long ago.\u201d&nbsp; I\nhave written here repeatedly that branding during the holidays should continue\nthe messages and rationale of the branding a company does all year long if it\nwants their Christmas messaging to be more effective.&nbsp; And many continue to do that\u2026and many have\nstopped advertising at all. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, there are still some advertisers who not only run\ngreat spots that communicate their brand strategy, but they also capture the\nspirit of Christmas.&nbsp; Here are a few that\nI think you\u2019ll enjoy and share.&nbsp; Merry\nChristmas! <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"159\" class=\"wp-image-971\" style=\"width: 150px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/12\/Hobby-Lobby-Store.png\" alt=\"\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/12\/Hobby-Lobby-Store.png 371w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/12\/Hobby-Lobby-Store-282x300.png 282w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/>Hobby Lobby is a chain of over 850 arts and crafts stores that consistently markets itself as a store that supports important causes.&nbsp; The company has a philosophy that it states as a Christian ethics and it has a reputation of treating its customers and its employees as special.&nbsp; This Christmas it created a commercial that is consistent with its creative strategy and the importance of family relationship. Enjoy this spot about a mother and son discovering their love at the holidays.&nbsp; Click this link to view:&nbsp; <a href=\"https:\/\/youtu.be\/AwYSfdvtMmo?t=11\">https:\/\/youtu.be\/AwYSfdvtMmo?t=11<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"104\" class=\"wp-image-579\" style=\"width: 150px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2016\/11\/macys-logo.jpg\" alt=\"\">Macy\u2019s continues to fight the challenges of maintaining the specialness that department stores once owned at Christmas.&nbsp; By keeping its Thanksgiving Parade, its special holiday windows on Herald Square, it ongoing Believe holiday ad campaign (Yes, Virginia there is a Santa Clause), Macy\u2019s created a special holiday message this year that captures the spirit of Christmas &nbsp;in the story of a girl who wants to be Santa and brings Christmas to life (Yes, you know her name!).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Click this link to view: &nbsp;<a href=\"https:\/\/youtu.be\/-TZGtPNJkbg\">https:\/\/youtu.be\/-TZGtPNJkbg<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"78\" class=\"wp-image-959\" style=\"width: 150px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/08\/aldi-store.jpg\" alt=\"\">Aldi doesn\u2019t run much TV in marketing its very successful grocery chain that I featured in an issue of this blog &nbsp;a couple months ago. When they do they make it as special as a singing carrot and his friends at Christmas:&nbsp; Click on this link to view:&nbsp; <a href=\"https:\/\/youtu.be\/LW_SRd2hIFw\">https:\/\/youtu.be\/LW_SRd2hIFw<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"103\" class=\"wp-image-972\" style=\"width: 150px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/12\/ARGOS-LOGO.png\" alt=\"\">Argos in the UK is a successful part of Sainsbury which has always done&nbsp; great Christmas commercials.&nbsp; This year their catalogue is a Book of Dreams and a father brings his daughter\u2019s dream to life in this swinging spot:&nbsp; Click on this link to view:&nbsp; <a href=\"https:\/\/youtu.be\/7GjeHzrn8jg\">https:\/\/youtu.be\/7GjeHzrn8jg<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"94\" height=\"94\" class=\"wp-image-294\" style=\"width: 94px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2016\/11\/AMAZON-LOGO.jpeg\" alt=\"\">Amazon has changed the retail world in a relatively short period.&nbsp; The Amazon packages that seem to arrive every day on our porches are testament to their success and how they have also changed Christmas shopping and gift giving.&nbsp; Behind it all is a real spirit of &nbsp;how everybody needs somebody especially with a smile like Amazon\u2019s logo at the holidays.&nbsp; Click on this link to view:&nbsp; <a href=\"https:\/\/youtu.be\/s2K0flh9uMc\">https:\/\/youtu.be\/s2K0flh9uMc<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"120\" height=\"170\" class=\"wp-image-973\" style=\"width: 120px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/12\/pedigree_high-protein.png\" alt=\"\">Pedigreee recognizes that pets are an important part of the family, especially at Christmas time.&nbsp; I wish I had done this spot when I was heading the marketing department at PetSmart several years ago.&nbsp; The idea of an adopted pet fits perfectly into their good nutrition brand and makes an important holiday idea e alive through a dog\u2019s eyes. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Click on this link to view: <a href=\"https:\/\/youtu.be\/Zx3wfql2yd0\">https:\/\/youtu.be\/Zx3wfql2yd0<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" class=\"wp-image-366\" style=\"width: 100px;\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2016\/11\/WESTJET-LOGO-e1387676311445.jpg\" alt=\"\">WestJet always does something special at Christmas that makes Canadiens realize that it\u2019s not only a great airline, but also a great citizen:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Click on this link to view this special story:&nbsp;&nbsp; <a href=\"https:\/\/youtu.be\/zIEIvi2MuEk\">https:\/\/youtu.be\/zIEIvi2MuEk<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I hope you and your family share the peace and wonder of\nChristmas again this year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ken<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO HOLIDAY BRANDING AT ITS BEST! It\u2019s the most wonderful time of the year\u2026..to look at television advertising.&nbsp; Why?&nbsp; Well, first there\u2019s more of it.&nbsp; Every year marketers, especially retailers, pump more of their ad budgets into holiday campaigns in order to capitalize on the largest selling season of [&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-970","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/970","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=970"}],"version-history":[{"count":2,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/970\/revisions"}],"predecessor-version":[{"id":975,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/970\/revisions\/975"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}