That is the (creative) question.
Have you ever watched a commercial and thought, “I have no idea what that was about” or “That was hilarious, but what were they selling?”
Every company wants to be unique. Differentiating your brand helps you stand out while creating a lasting, memorable impression. This is a vital step in creating brand awareness. You want customers to remember you so when it’s time to buy a product or service, they think of you first.
Sometimes companies get a little too carried away with trying to differentiate that they inadvertently create the opposite effect. They end up being too different and, as a result, misunderstood. The missed opportunity to show and/or explain the value of their product in a way that resonates with their audience can negatively impact their brand identity.
When companies analyze their advertising spend against their return on investment (ROI), there are thousands (or millions) of dollars at stake. You want your brand remembered and remembered positively at that.
See for yourself. How do the following ads resonate with you? Memorable or forgettable? Serious or funny? Offensive or touching? More importantly, would these ads get you to buy from these companies or support them? Grab some popcorn and enjoy the trip down advertising* lane…
Different: Don Shula and JayZ, Football, and Bud
Differentiated: The DunKings
Different: Dodge Ram Promotion Using Martin Luther King Jr.’s Voiceover
Differentiated: Darth Vader’s Powers Meet VW
Different: Puppy Monkey Baby and Mountain Dew
Differentiated: The Pepsi Generation
Different: Gillette Introduces the Techmatic Razor
Differentiated: Alexa Loses Her Voice
Different: Vintage Instant Coffee Ad
Differentiated: Snickers Satisfies
*Nektor Media does not endorse these brands, products, and any outdated (not politically-correct) messages.
Written by: Andréa Kohalmi
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