Ad Age’s Post

"I want a gherkin," my 14-year-old says, cool as a cucumber. Before I can respond, my 9-year-old chuckles and says, "You jerking the gherkin, Nic?" Nic smirks, raising an eyebrow at me. "No, Dad... really?" I smile, shrugging. "What? I didn’t say anything, son." In advertising and branding, capturing moments of truth like this can drive more sales, build a stronger brand, impact society, and disrupt a market. But in business, it can expose an uglier truth where everything gets commoditised. Countless brands jumping on trends, throwing out buzzwords and spouting their version of it. It’s an endless cycle of companies claiming they can meet your needs while relying on the same regurgitated brand talk. Phrases like "Grow your brand" and other pointless jargon are often mashed together. I've seen this damage businesses more than it helps them. And I've never understood why. My guess it's because it’s far easier to say these things than to show how. When someone captures that rare, honest moment in an ad, suddenly everyone has an opinion to share. It’s funny how that always happens. That may answer why so many customers fall for what they can’t see or touch, guided purely by feelings. 💔 It’s also could be why so many brands copy what others do, instead of taking the risk and going through the process, executing their ideas confidently. Yet, you can almost feel it "coming in the air tonight"—day after day—just a flood of empty promises, words that say everything but deliver nothing. It's one big branding fest for overgrown boys and girls who settle for quick wins with no game to show their truth. Maybe that’s a bit harsh on my 9-year-old. At least his jokes are honest. For most adults in business, why bother improving products or services people genuinely value? Or take a risk by pushing the boundaries of your creativity to find small nuggets of truth? I can’t force your hand, but maybe I can convince you it’s worth a shot. This is probably one of the most iconic ads from my childhood. What's yours? Ad by: Juan Cabral, CCO, Fallon London.

In a world of repetitive ads, Doritos dares to be different! 🔺 The brand is turning the snack game on its head by focusing on human self-expression, rather than the snack itself, and the result is a clever play on brand identity that delivers on entertainment value. 🎥✨ #DistinctiveBrandAssets #Advertising #Marketing

Even if you're not familiar with all these brands, this article is a treasure trove! 📚 It presents a wide array of branding strategies from color and music to packaging and mascots. A testament to the diverse ways brand assets can be built over time. Dive in! 🎨🎵📦 #DistinctiveBrandAssets #Branding #Marketing

Discover the power of distinctive assets in this insightful read! 📚 Understand the role of brand assets in resonating with consumer values, the vitality of staying connected, and the need for consistency in meeting consumer expectations. 💡🚀 #DistinctiveBrandAssets #Branding #Marketing

The Mind Games of Marketing: A Lesson from Philip Morris HQ Starting my career in marketing at Philip Morris’ world headquarters in New York, back when they occupied that iconic building on 42nd and Park, taught me an invaluable lesson: the crazier the marketing, the better the sales. It’s incredible how easily the public can be manipulated. One of the most eye-opening experiences I had was during a trip where I observed long-time Marlboro smokers testing a “new” brand of cigarettes. The catch? The cigarettes were simply Marlboro tobacco repackaged under a different name. I watched from behind a one-way mirror as these loyal smokers, who had been inhaling Marlboro for decades, took a few puffs and declared the rebranded cigarette disgusting. The irony? They were smoking the exact same Marlboro blend they had always loved. Their reactions were priceless when I revealed the truth. It was a stark reminder that marketing is mind games on steroids. The more outlandish the imagination, the more control you have over the consumer. Traveling from New York to Kalamazoo, watching the average American fall for these tricks time and time again, solidified my belief in the sheer power of marketing. #MarketingMindGames #PhilipMorris #Marlboro #ConsumerManipulation #MarketingLessons #MindControl #NYCMarketing #CigaretteIndustry #BrandLoyalty

OK so this Specsavers van stunt IS great. It's fab. It's simple. It's effective. It appeals to marketeers and regular Joes alike. It says exactly what it has to, without saying a word. It's a great piece of work by a team who typically always do great pieces of work. BUT, it wasn't "cheap" and it certainly wasn't "free". It cost millions. MILLIONS I tell you. Over the last twenty years, they've invested in TV, radio, social, OOH, stunts, sponsorships, everything. They've spent MILLIONS and MILLIONS doing one thing, drumming that slogan into our heads. Long-term strategy makes these quick and 'cheap' wins possible. They're not doing magic, they're doing marketing well.

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Berlin Brewery BRLO Spoofs Calvin Klein's Viral Ad: A Masterclass in Savvy PR In the ever-evolving world of advertising, it takes creativity and a touch of audacity to capture attention and leave a lasting impression. Berlin brewery BRLO has demonstrated this prowess with its clever spoof of Calvin Klein's iconic underwear ad, showcasing the brand's commitment to craft beer and body positivity. Harnessing the Power of Satire and Relatability BRLO's parody video, titled "Love Your Beer Gut," takes a lighthearted jab at Calvin Klein's hyper-masculine advertising style, replacing sculpted models with ordinary individuals enjoying BRLO's beer and embracing their bodies. This satirical approach resonates with the brand's target audience, who appreciate its authenticity and willingness to challenge conventional norms. Elevating Brand Awareness Through Clever Storytelling BRLO's spoof is more than just a humorous video; it's a strategic PR move that effectively elevates the brand's awareness and positions it as a champion of body positivity in the beer industry. By tapping into the popularity of the original Calvin Klein ad and reframing it in a relatable and humorous way, BRLO has generated significant buzz and social media engagement. Leveraging PR to Drive Sales and Foster Customer Loyalty BRLO's PR stunt has translated into tangible business benefits. The video has garnered millions of views and positive online reviews, driving traffic to the brewery's website and social media channels. This increased visibility has undoubtedly contributed to sales growth and strengthened brand loyalty among consumers seeking a brand that aligns with their values. Conclusion: Embracing PR for Brand Success BRLO's spoof of Calvin Klein's ad serves as a prime example of how effective PR can elevate brand awareness, drive sales, and foster customer loyalty. By understanding its target audience, crafting a compelling narrative, and leveraging the power of social media, BRLO has achieved remarkable success in the competitive beer industry. PR Advice for Businesses: Embrace creativity and find unique ways to connect with your target audience. Don't be afraid to take risks and experiment with new approaches. Use humor and lightheartedness to your advantage. Utilize social media to amplify your message and engage with your audience. Measure the impact of your PR efforts and refine your strategies based on results. By following these tips, businesses can harness the power of PR to achieve their marketing goals and establish a strong brand presence. #BRLO #LoveYourBeerGut #SatiricalPR #BodyPositivity #CraftBeer https://lnkd.in/ddB4Th4F

The #WidowJane ad campaign certainly conveys that their whiskey perfectly resonates with New York's history-drenched cultural monuments. It celebrates the city's unique persona of timelessness; comparing this quality to its brand offering. Brand: Widow Jane Distillery Agency: JAC, New York, USA Country: USA #ThinkThroughTheMancunianzWay #Campaign #Strategy #Marketing #ProductMarketing #Advertising #Whiskey

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