Is there such a thing as brand love? Some marketers and industry observers seem to think so while others dismiss it as bunkum. Herewith some unsolicited views on the subject: Be noticed The first test of any brand and its communication is that it must be noticed. Every category has multiple … [Continue reading]
Of Nike, higher order benefit and brand purpose
I didn't know who Colin Kaepernick was until a few days ago. Blame it on my lack of interest beyond cricket. I saw the print version on social media with the line 'Believe in something even if it means sacrificing everything’. I did not immediately … [Continue reading]
When brands seek mileage from topical events and public ‘issues’
Recently, the Supreme Court of India passed a judgement decriminalizing sexual relations between consenting homosexual adults. The judgement garnered a lot of visibility in the media. Sure enough, several brands saw this as an opportunity to either … [Continue reading]
Snickers, Nike and more: 5 top creative ads of the week
Every day we come across hundreds of commercial messages. Most of them aren't even noticed. Here are a few creative ads which stood out from the clutter for me the last week: a continuing campaign for Snickers, Nike's reaction on social media … [Continue reading]
Aviation Gin, Audi and more: 6 top creative ads of the week
This week's top picks include Out of Office replies (yes, you read that right) for Aviation Gin and other creative ads for Audi, Pepsi and more. 1. Aviation Gin: Out of Office replies I wrote about Aviation Gin's ads featuring Ryan Reynolds earlier … [Continue reading]
Dove ‘I’m Fine’, Land Rover and more: 6 top creative ads of the week
The first job of advertising is to get noticed. If not noticed, everything else (engagement, sharing, 'conversation' etc.,) is academic. Here are a few creative ads which I noticed over the last week or so. 1. Dove: I'm Fine Ever since they … [Continue reading]
Social media use or the lack of it, from ad agencies
Ever wondered why save for handful of ad agency accounts, a majority of agency brands hardly use social media effectively? I am sure they know that it can be be used to strengthen the equity of the company brand but they hardly get down to ‘doing’ … [Continue reading]
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