(Fig A) SXTC's Many Aspects of Brand and Brand Management Diagram
(St. Louis, MO) It seems the advertising world never tires of seeing and creating pretty pictures, cool designs, and boundary-opening concepts to tell the world about their clients. Often, the crazier or more shocking the better... it all creates the "holygrail" of attention in a world where there is too much clutter and thus very hard to get noticed (at least without massive budgets). No matter what it takes, the goal to nearly every agency is to get their client "noticed." The argument is understandable as the primary culprit of modern media and brand awareness pain is "clutter" (the over-ambundance of media vehicles, messages, and ads). Simply put, the world is overflowing with every type of media vehicle and message--and it is getting worse by the day both in terms of amount of clutter and in the financial and resource costs involved in fighting it. "More ads, more often, in more places cost more money and resources" is the simple equation. Sadly, many agencies and clients believe that they can circumvent and even avoid the financial and resource costs involved in awareness building by the use of attention-getting efforts in the form of wild colours, eye candy pictures, shock based content, sex and violence based themes, and infammatory messages. In other words, use anything in any way to stand out and be seen--sort of like painting yourself red and walking naked down a crowded main street in rush hour. Of course, you and your brand would get noticed quickly--but, under what terms? Would your brand personality, image, and identity be seen as Crazy? Unstable? Childish? or publicity Opportunists? In other words, you exchanged/traded a few minutes of awareness (even fame) garnered by such "stand-out" behaviour (gimmickery) for your and your brand's identity, future credibility, and value offering--you sold a few minutes of awareness for any type of value-adding Brand education, preference generation, and thus equity build. At the same time, you set in motion negative brand impressions that may last a day, month, year, or years as people will negatively remember "those crazy people who painted themselves red and ran naked throuygh the street." (Not a postive way to be remembered)
A fundamental truth is that every brand communication no matter the vehicle or medium is an opportunity to build or damage brand identity, to increase or decrease preference, and to build equity or remove it--another contribution to brand preference and thus company success. Every aspect of brand communication must be strategically planned and aligned with the brand identity and goals or its impact can be equity damaging or even devastating. Take Benneton the European clothing maker. In the 1990's it decided that its best way of getting above the crowd in terms of awareness was to create "shock" campaigns based on controversial images and issues that created social stir. The result was that the brand went too far, using underage models, highly graphic sexual content, and focusing on themes such as convicted murders' rights-- all of which outraged most of society (which also tended to be their customers). The awareness levels went through the roof, but the message "burned" the brand and its equity... suddenly, a hip, cutting-edge fashion brand looked like a cheap, taudry, opportunistic one. In an industry built on image and style, Benneton became "ugly" overnight and the damage was crippling. deals with major retailers were cancelled and protest letters were coming in by the truckload and sales grinding to a halt. More importantly, like the "painting your face red and going naked example," the negativity generated was instantly and strongly associated with the Benneton brand and still causes it grief to this day as customers recall the incident everytime they hear or see the brand name. Not all awareness is good! Preference is the real key, no matter what any agency says. And no matter what tool they use to get you to rise above the crowd whether it be pretty pictures, stunning visual gimmickry, or humour by the bucket-load, just remember that it must say something about the brand, its value-add, and enhance/support the established brand identity--anything contrary or seen as inconsistent and, just like a person, it will look unbalanced in terms of character and thus persona(often making those around it feel uncomfortable and in the case of Benneton angry).
David Anderson, SXTC
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