We’ve been talking, thinking and arguing about building brands for beers. The Do’s and Don’ts, the Why’s and Why Not’s.
Having looked closely at the Molson “I AM CANADIAN” campaign as of late and the course the brand went through to create valuable brand equity in the growing market; we have a few thoughts.
First, have a look…
Good ad, obvious proposition and message understood.
So, why do we need to do it?
Research has shown that the general beer consumer can’t differentiate beer brands in a blind test. The biggest Miller fan apparently can’t tell their poison apart from Corona or Coors or Heineken or Carlsberg or well, you get the picture.
So, opportunity comes a knocking for some lucky agencies, who are hired to come up with the task of differentiating the brand from the others.
Taste isn’t enough.
And here are a few of our favourite ad’s that get an A+ in Brand Architecture;
Heineken are one of our favourites, they get into the minds of their target consumer, and use funny (as above) or chic (below) and make the brand reflective of what the consumers like.
The key is, keeping the message honest to the brand. The brand has been built.
Don’t stop and change when it works.
See? These work.
They are doing something right, and it has Flagship converted to loyal customers.
We couldn’t see Heineken jumping ship from their ‘cool’ image to a straight-edged, traditional proposition. It would risk too much, most importantly the consumers perception.
But unfortunately there’s a severe breakdown in marketing communications for other brands.
We see it all the time; one advertisment is a traditional, old school type advert, one which successfully builds a brand image for their beer, and then they go a fluff things up with a whole new campaign that is a million miles away from what the consumers believe the brand stands for. STICK TO ONE. It’s called integrated marketing communications and it’s all the rage!
Good advert, if that’s what you were doing from the start, not halfway through.
But you had this before guys!!
Just because the tagline is the same, it means nothing if the message isn’t similar.
Flagship
Haunted by the talentless
April 26, 2010
Ahoy.
Every Saturday night, in one reality show or another, we are smothered by talentless buffoons trying their very best to impress mogul Simon Cowell or Andrew Lloyd Webber, it can be painful, awkward and frustrating but the fact is it’s entertaining television that continues to pull huge ratings in and push advertising revenues up- so Flagship have no problem with that, in fact every now and then, we will watch a bit of Cowell.
The talentless I have referred to in the title though is the low grade, C/D list celebrities or personalities that have popped up in the latest television campaign from the likes of Cornetto or Mace convenience store.
Here’s journalist, “talent judge”, raconteur and moron Brendan O Connor advertising Mace.
Stand by for rant;
So, now we all are on the same page, may we ask, what the hell are Mace thinking? Why does this work?
If anything it can damage brand equity with people considered annoying by the general public. It boggles the mind of all at Flagship.
We are big advocates of a celebrity endorser, BUT, IT HAS TO FIT THE BRAND. We get it, Brendan O Connor is a grumpy man but likes the prices and convenience of Mace, however, we feel, if anything, affiliating your brand with Brendan O Connor does nothing.
Why not align synergistically with someone who can make it work; this works better- case in point.
Just saying.
Flagship
