Theo Fanning’s Post

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Let’s Be Strange Together.

Not every brilliant ad idea works for every brand. For a great ad to be successful, it needs to align with the brand’s identity and message but also with the audience perception of that brand. Take British Airways' recently celebrated campaign by Uncommon Creative Studio. Not only is it expertly crafted to show the confidence and boldness of the BA’s brand, but it also aligns with the audience’s understanding of the product experience. The campaign is about life being "inspired by each and every journey taken.” In a nutshell, BA knows, for their customers, that the journey of getting there is a significant part of the destination. A competitor brand like easyJet can’t just lift that idea or execution and use it. It just doesn’t work. As a discount brand, easyJet's branding and messaging are not about the journey. Their product experience is not joyful—it is transactional. EasyJet offers a cheap (and probably uncomfortable) flight to get you from point A to point B. And their audience knows it. There is nothing wrong with that business model and it serves an audience who will sacrifice comfort for financial savings. Great advertising is more than a brilliant concept and artful design. It is about crafting a strategic idea that aligns with both the brand’s essence, the customer experience, and how the audience perceives them. #advertising #branding #strategiccreative

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