Take a brand, an ‘insight’, some half-baked positioning and a crowbar. Put them together and what happens? This…
Spot the not-very-hidden subtext behind these campaigns:
'Melting into a good book with some silky smooth Galaxy chocolate is a wonderful indulgence - that is why Galaxy are giving away a million books.
'At Maurice Lacroix, we create our unique movements and award-winning designs by hand, because, like Sir Bob, we too follow our convictions.'
'Saving feels good. That's why we're sponsoring free travel on New Year's Eve.'
It’s not rational to pay a lot more money for something with a logo on it, but we do. And that’s because it’s an emotional decision as much as a rational one.
But do Nike say ‘A lot of us aspire to be the best at what we do and wish we could win the World Cup. That’s why Nike is proud to sponsor the Brazilian football team.’? Of course they don’t. When a brand associates itself with someone or something we make the connection ourselves. And if the (Nike) shoe fits we’ll happily go along with it.
But spell out everything – or try to crowbar an idea that doesn’t sit comfortably – and you may as well not bother. Your customers won’t feel a thing.
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