Where is the joke?
16. November 2010
Not convinced into standard advertising? Well neither am i. I'm not really sure why they still tend to do story by story, campaign by campaign and every time it is a completely different approach including throwing in that "competition treasure" just to make sure the whole time spent on the project was not waisted. Did they ever even considered about the client? Sure the primal search for basic grail of advertising ¨where is the joke...no really where is the joke¨ has some good points, but not when branding is scattered all over the place.
What is with this joke really? Are you trying to achieve the viral potential of the holy grail or still searching the proper brand focus or is it out with old in with the new or is the client chasing pitches and not really focusing and realizing brand story is the only real possession that they have.
It could be all of it above. I know i have seen it too many times. But brand awareness has a hard time following all these things doesn't' it. It's like changing the name of you company every time you put an ad out. Who would remember you?
I do serial believe a good campaign works in the short term basis and in the end it can made me laugh as well. But brands are here to stay so why considering on making the creative concept in the direction it will only last for short period of time. Consistent branding is not short term it is long termed.
But how do we know we are on the right track? In the whole brainstorm-washing with the client it is hard to stay focused so i came up with simple basic rules we usually deploy a day after the brain-bash:
- adaptive
- different
- brand focused
- designed
Adaptive.
Not just between different media but also on the evolving brand product trough longer period of time. The idea must be adapted to more products or services. It must be for more campaigns. Are we able to adapt? Do we know where the brand will go?
Different.
OK this one is easy. Who should anyone be like somebody else. Keep in mind the whole legacy of the brand is behind every idea we do. Stay consistent to the point people will recognize you.
How far can we stretch that?
Brand focused.
We are doing this because and for the brand not for ourselves. Brand is not a logo (no joke). Where is the brand story?
Designed.
Yes i know the all mighty "design is everything" claim. But it is easy if the end solution is easy and simple. Can it be?
This will change your thoughts to a better position. Lets call it "it made me think". It made me think about the product or service. Trust in brands that have such a concept is so strong even the competition with a much better solution can not defy the power of the brand. And that is the primal goal in case you have forgotten. No joke.
