I really love the “Then & Now” ad, celebrating 100 years of Chevrolet. It’s very simple visually, clever, and emotionally engaging.
It’s a very “pure” idea.
I drive a Ford, but have now huge love for the Chevy Runs Deep campaigns. If it’s not an Audi, my next car might just be a Chevy. Camaro probably, just on the merits of the advertising. And design. And Transformers movies, but I digress.
What I find even more fascinating is knowing where the idea came from in the first place. [click to continue…]
Excuse the linkbait tease.
I’m not going to drumroll it any further. It’s FAMOUS.
Yes, the most powerful word in branding is FAMOUS. It’s about the best filter you can use to carve out a unique brand which people will truly care about.
And it’s a loaded word.
fa·mous [fey-muhs] adjective
1.having a widespread reputation, usually of a favorable nature; renowned; celebrated: a famous writer.
2.Informal . first-rate; excellent: The singer gave a famous performance.
3. notorious (used pejoratively). [click to continue…]
ESCAPE PLANS MATTER
I love bold, ballsy big campaigns that go all-in and make a statement.
But sometimes the work doesn’t quite go as planned and you may end up with a bit of egg on your face.
Which is why it’s not a bad idea to ask yourself the question upfront “what if it doesn’t work?“, and plan yourself an escape route.
OK, so I’ll mention Google+. Why do you think Google called their launch a “beta”, only to open the door to more than 10 million users in its first two weeks? Did something go wrong, did they let too many people in? Surely not… but let’s say, if G+ had been less of a success, they could easily have pinned the lack of subscription to a deliberate plan to keep it small and private. Worse case scenario, if it had completely bombed, they could have unplugged it discreetly with a “we like to try new things at Google, move along, nothing to see”. [click to continue…]