Many things drive culture, especially in the United States. In addition to the nation’s diverse consumer population and the emergence of a very blended, interconnected society, branding is also responsible for driving and cultivating culture. A simple reflection on your childhood would show how much your own experience growing up, no matter what region of the U.S. you are from, was the product of branding initiatives.
Specifically, on the East Coast it becomes vehemently apparent when one looks at branding initiatives created by huge companies like Campbell’s Soup Company. Without Campbell’s 2005-2009 “Possibilities” campaign for their tomato soup, would children of the early 90s have known to dip their grilled cheese in tomato soup? Would the parents of those children have thought to add Goldfish crackers, a product also owned by Campbell’s, to the children soup if there hadn’t been the Goldfish addition to the Campbell’s “Mm, Mm, Good!” campaign in 2001? Probably not, yet it has now become a part of the culture for many families with young children living on the East Coast, as much as Campbell’s Soup Company, originally created in New Jersey, dreamed it would be.
Hershey’s Chocolate, another major company on the East Coast with its headquarters in Hershey, Pa, has also greatly influenced the culture and education of children on the East Coast with its 1999 published book “The Hershey’s Milk Chocolate Bar Fractions Book.” The Hershey Chocolate Company created an entire lesson plan for teachers to use and teach their students on how to divide, add and subtract fractions by breaking small bars of chocolate off of their Hershey’s Milk Chocolate Bars. This branding initiative immediately took off and made learning about fractions a fun and exciting project for children because who wouldn’t want to have some chocolate during a math lesson?
These are just two examples where branding and marketing tactics have assimilated into the culture and activities of typical Americans, an endeavor which can be very challenging to do. Many more examples of branding from all over the United States have been found to change the way consumers think and act, ultimately changing the appearance and influence of a product into an engaging activity. Have you considered how today’s culture uses your brand? We can help you find opportunities to strategize cultural engagement.
Well, it’s Tuesday after the Super Bowl, and our team has weighed in on their favorite TV commercials. Here’s our collective top 3. See if you agree:
First place: Jeep’s “Portraits”
Taking a more classic and unconventional twist, Jeep’s commercial quickly rose to our number one spot out of all the Super Bowl ads with its unique chronological portraits of Jeeps and their influence on the public over the past 75 years. This tribute and celebration marking their 75th anniversary was concluded with the slogan, “We don’t make Jeep. You do.” This beautiful commercial helps to once again enforce the idea that a brand is not a brand without its consumers.
Second place: T-Mobile’s “Restricted Bling” featuring Drake
On a completely different spectrum of the Super Bowl commercials, T-Mobile’s parody of “Hotline Bling,” which included Drake and his notorious box, also ranked as another top favorite of ours. From Drake’s hilarious facial expressions, to the obvious sarcasm and the sly way T-Mobile mocked their competitors, this was an easy choice for us. We especially enjoyed the end when everyone climbed into the box.
Third place: Doritos’ “Ultrasound”
Despite the growing controversy surrounding this Super Bowl commercial, Doritos’ in our opinion, has once again delivered another outrageous advertisement that has gotten everyone talking. It has become routine for football fans around the nation to anticipate what crazy, comical and creative commercial Doritos will produce each year and this year they have certainly outdone themselves.
If you are looking to score an awesome commercial or advertisement for your brand, organization or product, contact us.
“Since when did advertising become a dirty word?” That’s the title of an impassioned column in this week’s Ad Age .
Adman Sean Cummins ponders why the A-Word has become anathema in today’s marketing world and has been replaced by terms like branded content and storytelling.
Advertising is a “powerful combination of communication, art, psychology and intuition, Cummins writes. “It makes you do something, not passively sit and consume without any compulsion to do much other than view or like or share.”
In an effort to make everything entertaining or relevant today, there’s a tendency to underestimate the selling — the most important aspect of advertising.
While it’s certainly important to engage and sustain the attention of your audience, it’s even more critical to say something meaningful about the product or service you’re advertising: the need you fulfill or the pain point you address.
We’re not in the entertainment or storytelling business, we’re in the business to sell.
Photo: Wrote (Creative Commons)