This is a guest post by Michelle A. Rosen (Shelley) the CEO and Founder of Airlift Ideas, Inc. based in Chicago. Airlift offers a unique combination of visionary business strategies, project planning and development as well as innovative marketing ideas. I think branding is taking center stage more and more as people are becoming aware of its full impact on their business and lives. Shelley and her team specialize in bring your brand forward and developing it into a full brand story. Like I always say stories sell. Hope you enjoy.
Ad time during last weekends Superbowl was probably the most expensive 30 or 60 seconds that advertisers will buy this year. This particular game draws not only avid sports fans – but those who don’t really care – about the sport, about the teams, about who wins. They’re here to watch the commercials.
Water-cooler talk on Monday morning is peppered with quips from these brilliant commercials. Some are more memorable than others, but I’ll ask the question: does anyone walk away actually remembering what was advertised?
Creativity has the power to override the brand that is being advertised, if it is not clear what the brand stands for.
Every time I see it, I am mesmerized by the commercial featuring a man with a blank stare, who upon further inspection, has had the back of his head ripped off to reveal a band playing inside of it. It’s fresh, it’s creative, it’s downright bizarre, but even as I write this I can’t for the life of me think what it is that they are advertising.
People love the commercial featuring the baby talking in a deep, adult voice – but who remembers that it’s an E-trade commercial? And even if they do, do they walk away from it knowing what E-trade is all about; what they stand for?
That question is what our company revolves around. Establishing your brands story needs to come before the creativity, before the 60 second spot, before the millions upon millions of dollars that go into it. Aren’t your employees a better brand ambassador than a 30 second commercial? Every brand must look into itself and ask “what do we stand for, and how can we grow?” And Airlift can help.
Airlift Ideas, Inc. is a Chicago based consulting firm. At the core of our business is Brand Storytelling. The story of your brand, told in the right way, can inspire first and foremost your employees. Employees who take pride in their company will then spread that joy exponentially to consumers until anyone who touches your brand will be changed by it. This story is built on several factors – your company’s rich heritage, core values, and a solid foundation. Taking your brand from chaos to that singular focus will ignite brand joy from the inside out. hen done right, the commercial becomes the icing on the cake, not just the cake.
Airlift comes into your company with energy, exuberance and passion. We throw these into the brand story that we create for you, resulting in long term brand growth. When we’re done, you’ll have a single brand direction with a fresh outlook. Employee morale, sales and profits – everything goes up. Including consumer recognition. Because at that point, when done right, the commercial becomes the icing on the cake, not just the cake.
With the right brand story, a brand worth believing in won’t be forgotten, no matter when it’s aired, no matter how creative the spot.
If you are interested in learning more about Shelley or airliftideas.com feel free to email her at SRosen@airliftideas.com or visit her site at www.airliftideas.com.
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Tags: Brand, Branding, branding ideas, Marketing, Marketing Ideas, Story
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How to develop your brand into a story http://tinyurl.com/c3ukjw
It’s true – we watch all of these commercials and we NEVER remember what they are for – the rare exception are brands that are already so common people use the brand name instead of the actual product name (ie: people in some places ask for a Coke even if they really want Sprite)
Very good post. I think that dream of every person is that to develop his own brand into story. That is my opinion.
Nina
Hi Chelle,
Thank you for your comment. My concern is the the dollars spent to develop Superbowl ads can be used for so many great things for people incentives and internal marketing in this economy. Good luck with your business.
Shelley Rosen
I believe everyone wants a brand of their own.
@Sherry, thanks for stopping by, I think building your own brand is a huge thing everyone should do. Building a story helps it to spread.
Building own brand is as easy as abc for this many things will be needed like time, good product, effective advertising means, and constant effort with good customer relation all these collectively will work then it will be possible.
If you want to develop the band of any product is only internet can’t help you for this you will need you all advertising resources like print media, electronic media and internet advertising all collectively will come before you.
Every time I see it, I am mesmerized by the commercial featuring a man with a blank stare, who upon further inspection, has had the back of his head ripped off to reveal a band playing inside of it. It’s fresh, it’s creative, it’s downright bizarre, but even as I write this I can’t for the life of me think what it is that they are advertising.
@Internet Marketer, I don’t agree that you need more than Internet to brand yourself. Tell that to Google. If you want to reach outside of the Internet for your branding and people that dwell offline, then you would probably need more than just digital to brand/market yourself.
I think success which you called brand, itself become a story.
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