Become Different
November 6, 2008 by OA Group · Leave a Comment
If you are in the advertising industry, the past few years have offered some great examples of effective branding. I’m talking, of course, about the presidential election and the lessons it has taught the marketing sector. Regardless your political viewpoint, the race between President-elect Obama and Senator Mccain has been a prime illustration of how to establish market dominance. Let’s look back at the race the same way we would review a client case study.
The Problem
A new market participant (Obama) was looking to enter a industry (presidency) that no other peer (African American) has been successful in (winning).
Solution
Develop a hyper-focused marketing message, offering a solution to a wide range of audiences. The message will be distributed with a multi-platform approach, including: TV, Internet, Social Media, PR, ‘Guerilla’ marketing, along with several other mediums.
Result
Ubiquitous brand awareness and expert positioning, resulting in making history.
In reviewing the marketing campaign, one key component stuck out to me:
Obama never wavered in his message of ‘change’. While Mccain altered the focus of his campaign several times, resulting in a lackluster apeal to the nation. If you are looking to establish consumer awareness for your brand it is vital that you stay consistent with your message.
In case you doubt this hypothesis, look at the following phrases:
- Just Do It
- The Ultimate Driving Machine
- I’m Lovin’ It
I didn’t have to say: Nike, BMW, and McDonalds; because the simple mention of their slogans (message) conjured not only their names, but also the way you feel about the company. This is the way it works in my mind:
Just Do It > Nike > Athleticism
Ultimate Driving Machine > BMW > Luxury & Performance
I’m Lovin’ It > McDonalds > Fast Food
How have these brands implanted these pavlovian responses in my mind?They have ‘pushed’ their message to me across a variety of mediums for decades, and this is the key: they have never wavered from the message.
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