Sure we love the dog, but hey! Is that enough to build a brand?
Sometimes you just HAVE to envision the agency’s creative presentation to the client, as you watch the resulting advertising shown on national television.
(sweet guy with stubble and $250 jeans)
Today, everyone is a photographer!
Cue photos of food and vacations and random acts of everything from FaceBook pages
Today, every phone is a world class camera!
Cue all screen shots of various iPhones et al.
Client types around the Conference Table
So let’s elevate everyone’s self-image, let’s aspire!
Align Brand X with everyone inner artist!
Voila! The new role model: the professional photographer. Like us, relatable, but better, just like consumers will be when they use our Rx, our computer, our investment advice, our printing services.
And whoosh! Just like that there’s a photographer happily revealing his inner vision with Trulicity. Whoosh again, we’re listening to a Brit tremble with delight over his new Surface. And then again! TD Ameritrade enables the woman to have her own photography show (the one with the dogs chasing balls into water, remember?). Whoosh again! How about the photographer able to have great business cards, through VistaPrint?
What’s going on? No offense, folks, but if you’re trying to resonate with your audience’s inner emotional core, best not to do it from the outside in. Why? Because you’ll end up in the mosh pit of irrelevant memes, like these brands. You’ll miss your moment to resound with actual and personal relevance.
Work the interior reality. Chart the personal topography. Find the emotional promise. Excavate the powerful vein of Unique, not the obvious path to General.
And gosh, call us. Or tweet us. Or go to LinkedIn. Or our website: You ARE here already, afterall. You know what to do.