The Doritos ad with the boy slapping his mother’s date was the most memorable during the first half. It was simple, witty, and effective.
While Anheuser-Busch had several good ads for Bud Light and the human bridge for Budweiser beer, I think the Doritos commercial had more stickiness and will stand the test of time.
I’d be curious to hear other thoughts. Do you disagree? Was there a better commercial?
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YouTube’s AdBlitz channel is allowing everyone to comment and vote on their favorite Super Bowl commercial. In case you need to grab a cold beverage and miss a commercial during tonight’s game, you can always access YouTube and watch the commercials immediately after they are aired. The YouTube community will decide the best commercial which will air on YouTube’s homepage on February 18th. It’ll be interesting to see if the online community agrees with industry experts.
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As more companies scramble to compete in the social media frenzy, how do you improve the odds of getting noticed? What does it take for your brand to break through the clutter and rise to the top of the ranks?
The primary objective of a brand is to evoke a thought-process in an audience that creates value. While often times, brands are established over a long time and reinforced with key messages, there are exceptions to the norm. Take for example, Twitter. Twitter was able to successfully create a service, unique identity, and loyal brand in a very short period of time.
A common thread among all top brands is the graphic treatment of their logo and corporate identity. It simply reinforces the importance of graphic design and image. Companies with great products but poor execution of design and /or brand management will ultimately suffer as a result of this deficiency.
Great communication and consumer influence starts with a credible image. There have been numerous studies regarding peoples’ attraction to symmetrical features within other people. The same principle holds true for design. People will remember, trust, and perhaps even favor brands that are well designed and generally attractive.
In summary, yes, I think strongly that a graphic overhaul could improve brand visibility. This is why companies continue to enhance their image and message. Take a look at some top brands and how their logos have evolved over time. It’s interesting to see how font treatments, colors, and marks have transitioned.
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Toyota is facing a major recall crisis. The Prius is the latest Toyota model to experience design flaws. Unlike the faulty accelerator pedal being recalled in several Toyota models in the United States, the Prius is being recalled for faulty brakes in other parts of the world.
Toyota has been somewhat nonchalant about these recalls. In a press conference today (shown in the video to the right), Toyota’s managing officer is almost denying that there is a problem with the faulty brakes. “If you don’t press harder on the brake, the distance taken to stop will increase… It is a natural human response to push the brake more, if it doesn’t respond. So I don’t believe that this will lead to an extension of the stopping distance.”
With over 4 million vehicles recalled globally, Toyota is compounding the situation by making excuses and trying to cover up the problems. Instead, Toyota could have handled this unfortunate situation in a much more professional manner. If Toyota had been upfront and honest with the public, I don’t think people would be reacting so emotionally. They should have immediately stepped forward and offered a rebate or some type of compensation to their stranded and loyal customers. They could have done a better job of damage control and stopped the bleeding much sooner.
The lesson for Toyota is that social media has a powerful voice. If you fail to respond quickly to a massive issue – such as this – you will face severe brand degradation. While Toyota is the world’s car manufacturer, it’ll be interesting to see how they restore faith in many of their customers. Any enraged Toyota owners out there?
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The today show featured an interesting segment on branding yourself. It emphasizes the importance of standing out in the crowd. Especially those people who are looking for employment. In today’s job market, it’s more important than ever to create a way of being remembered. Be unique and build your own personal brand. They suggest focusing on your best qualities – become known for one thing that you do well. It all starts by defining who you are and who you are not.
While this sounds like an interesting concept, it takes time and effort. Most importantly the brand needs to be realistic and believable. Let’s be honest, most people can’t just decide they want to be a rock star, and poof, they morph into Bono status. No, the focus is building an attainable brand. One that accurately represents you and that you can be proud of. I’d be curious to hear your thoughts on this topic… have you built a personal brand? If so, how?
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As many of us prepare for the upcoming Super Bowl XLIV this Sunday, one question stands out: why are you watching? Are you cheering for the Colts and Peyton Manning? Are you routing for the Drew Brees and the Saints to win the first championship for New Orleans? Those would be the obvious question… but it’s estimated that perhaps even more people will be watching for the commercials. Yes, that’s right… rather than grab a new beverage or use the bathroom, during the Super Bowl, it’s tradition to sit tight and enjoy the commercials. After all, if companies are willing to pay $3 million dollars for a 30 second spot, they must have something worthwhile to say, right?
CBS sold out of all of their slots last week. That is remarkable. Typically there are available slots right up until a day or so before the event. Advertising Age has a good run down of all the advertisers you can expect to see during the big game. We’ve all heard and read about the ManCrunch, Pro Life, and iPad controversy. Perhaps the most surprising name absent from the list is Pepsi. Pepsi has been a longtime sponsor of the event, but has decided to focus their “Refresh” campaign efforts to online and social media marketing. This will be an interesting experiment and we’ll be watching closely to see how this plays out for Pepsi. It also could be a trend for other large corporations to follow suit.
While I’ll be cheering for the Saints, I’ll also be following along with all the commercials to see who can create the most memorable spot. Maybe next year waveSpawn will be running an ad…
A live 3D event which aired on the 52nd Grammy Awards last night seemed to be nothing more than a publicity stunt for American Paper Optics, LLC, Sony, and Target. I happened to view the event with some 3D glasses leftover from seeing Avatar a few weeks ago. It was a lame attempt at trying to plug their latest 3D television devices. It certainly didn’t add any visual impact to the Michael Jackson tribute. It was much more fizzle than pizzazz.
It’s one thing to honor someone for their creative and lasting contributions to the music world. The focus should have been on Michael Jackson and his talented legacy within the industry. Instead it was somewhat overshadowed because it was sponsored by large corporations that needed to get their plugs mentioned.
I’m all for creative marketing techniques, but I think there are more appropriate and tactful ways of doing it. I was going to ask, what’s next – funeral sponsorship? But that seems to be done already by a guy from Chicago who designed his casket as a Pabst Blue Ribbon can. Let’s see who tops that…
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Targeted keyword sponsorship allows a business to buy the rights to a highly relevant keyword or phrase. Every time someone searches for that word or phrase, the sponsor’s listing appears as a highlighted text link at the top of the Search Engine Results Page (SERP). This type of marketing is rather expensive – thousands of dollars a month for the most popular phrases – because you pay to be listed whether or not your listing is clicked. This technique is frequently used by large companies for corporate branding and new product introductions.
Pay-per-click (PPC) advertising, on the other hand, is a less-expensive means of selectively targeting an audience based on their search criteria. It allows you to display highly relevant text ads directly on the search results page of Google, Bing, Yahoo, and other networks. To achieve maximum benefits, your ad needs to reach the top of the listings when prospects search for your specified keywords.
In order to be effective, continuous monitoring is needed to ensure the maximum number of clicks at a minimum cost per sale. The first and most important step is to focus on the keywords that your target audience is most likely to search for. For example, if you have a coffee distribution company, you may want to consider “coffee delivery service” or “coffee shipment”. Those may be common search phrases performed by your intended audience. There are many analytical tools available to assist with this keyword selection process.
Next, the process requires keyword bidding in an open auction to secure the top listings, which appear as a text link on the right side of a search results page. You also need to invest a considerable amount of time tweaking messages to maintain and improve response rates and top positions. When executed properly, this can be a very cost-effective advertising technique because you only pay when someone clicks on your ad to view your website.
The final component to this program is to create a custom landing page for each advertisement. Don’t simply link the ad to your homepage, as visitors will get lost. Having a focused page that coordinates with the message in the ad allows you to present a logical solution and immediate access to the most relevant information or services.
Since pay-per-click advertising prices rose about 15% last year, the top slots do not always offer the best value. Smaller niche-market targeting often creates more productive and profitable results. Careful analysis of test results can help determine the most cost-effective positioning, and help focus your message to the most receptive audience for your products or services.
You can easily set and adjust monthly expenditure limits that fit within your budget. Furthermore, analytical and reporting tools allow you to easily calculate your return on investment (ROI) for pay-per-click advertising.
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We were curious what it would be like if Apple entered the Super Bowl frenzy with all the buzz over iPad. It might be the peak time for Steve Jobs to keep riding the wave. Since the actual reveal of the iPad was somewhat anti-climatic, could Apple create more buzz with a 30 second spot in the Super Bowl? After all, there is already a ton of controversy with Tim Tebow and ManCrunch. Should Apple buy a $2.5 million spot for iPad?
What do you think? If you were the creative director in charge of Apple’s 30 second commercial for iPad, what would you do? We want to hear from you…
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Ever wanted more control over your Google searches? Perhaps filter and highlight relevant information from your network of friends, family, colleagues, and online contacts. Basically, have the ability to filter out a lot of the noise and take advantage of the knowledge of your network. I sure do. Well, this new beta release of Google Social Search is intended to do just that.
By releasing the facilities to enable social networking search, Google is adding more purpose to all of the various social communities being created online. You can quickly setup a profile and link social content. Let’s say you’re in the market for a new Gibson Les Paul guitar. Traditionally, you may go to Google and do a random search for “Gibson Les Paul” guitars (or some variation). You may get results from Gibson, Guitar Center, eBay, Craigslist, and many other distributors. Ok, that’s great… but wouldn’t it be cool to instantly search your network of musical friends who may have some personal insight or photos uploaded right from the Google search results page? You could interact with your contacts directly to answer basic questions that they may have already experienced. See for yourself at google.com/profiles
While this is an early release, certainly there is a lot of future potential… especially as more people embrace the various social networking tools. It allows integration with blogs, Picasa, Flickr, Twitter, Facebook, etc. I just gave it a test drive… pretty slick. The video to the right gives a nice brief overview.
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