The problem with conventional wisdom is that by definition, it’s little more than assumption. Never questioned, never truly measured, just blithely accepted as fact.
That makes it dangerous.
During a recent production, a smart client asked for additional coverage of some signage, which is a totally legitimate request. But then she went on to add “Gotta get in that branding early and often.”
Actually, you don’t. While a lot of people assume saying and showing the product name more often increases branding, that’s not necessarily true when you’re ad tells a story. Context is a critical component to branding. If your story draws me in, and then your brand drives a critical turn in the plot, your branding scores will be tremendous, at least according to accepted research tools like Millward-Brown’s LINK and Ipsos’ ASI.
Consider this twelve year old ad for Miracle Whip, done by two remarkable creatives–CW Jeff Martin and AD Craig Schwartz, produced by the redoubtable Liza Muzik, directed by a very young Craig Gillespie, for one of best clients we ever knew at Kraft Foods, Carl Johnson. Carl wanted to push the advertising beyond the traditional convention that brand leveraged of showing kids at play who somehow ended up talking about Miracle Whip–yes, it was always a stretch but the kids were simply adorable, so that forgave a lot. Anyway, Craig and Jeff’s story develops for a full twenty-one seconds–over two thirds of the way through the spot–before introducing the brand.
For years, it held the title as the highest branding-score for a Miracle Whip spot.
If you repeat yourself in conversation, you’re a bore. It’s really no different in advertising.
By Dennis Ryan, CCO, Element 79