The Role of Multimedia – Visual Media, Power Messaging and Music in building a brand
The Role of Multimedia in Brand Building is neither understated nor over stated. We have often noticed that visual mediums like TV and Digital Media (WebTV, Youtube etc) play a big role in creating an emotional connection with the consumers. Some of the most powerful Ad Campaigns every created had underneath Engaging Content (music and power visuals). If we look at the following videos from Nike and Bosch, the creators of these videos have relied upon the power of visual messaging and some great background music. Good Music greatly helps in keeping the customer engagement alive for the complete length of the Ad.
The Role of Multimedia – Impact of Ad Campaigns or Visual Messaging
Iconic Companies or Startups create powerful Ad Campaigns using Mass Media (like TV, WebTV, Facebook/Youtube, Popular Mobile Apps) for
- Brand Awareness and Positioning
- Brand Retention and Recall
- Incremental Sales
- Differentiate from their Competitors
- Promotion of New Product Line or Category
- Build a Connection/continuous engagement with the Users
Example: In the 1980’s,Nike created the ‘Just do it’ campaign and the impact was that the Sales grew from millions into the billions and positioned them above their nearest rival REEBOK. Since then they have successfully created powerful commercials time and again to remain ahead of the curve and be the market leader in their category. Look at some of the following commercials and understand the role of powerful messaging and visuals that build that connection with the end customers.
NIKE ADs – Empowerment and Emotional Connection
Bosch Commercials – Powerful engaging content with great Music
Bosch Ads offer a clear example of recreating an old music score (Like a Boss (ft. Seth Rogen, published on Youtube in 2009 and has 175 Million views till date ) for conveying their own brand story. The music is very catchy, has powerful lyrics/text/message and gives a very positive vibration. A great music score/single helps in creating constant engagement as both the categories of consumers- new or old like to watch the Ad again and again thereby reinforcing the message of the Brand- LIKE A BOSCH. This helps in Brand Recall, Engagement and Positioning which then has a higher chance to get converted to a Sale in the near future.
Bosch-LikeABosch – Live sustainable
A powerful ad like “Bosch-LikeABosch – Live sustainable” positively impacts brand image, engage consumers emotionally, influence behavior, and contribute to the overall success of the marketing campaign. The use of multimedia enhances the effectiveness of the message by making it visually appealing, emotionally resonant, and accessible across different communication channels.
The Internet of Things – Manufacture #LikeABosch
All these Ad campaigns have following in common:
- Powerful Content (thought provoking, that connects and empowers the common man and appeals to the masses)
- Powerful Music/Background Audio (melodious to the ears, complements the storyline)- Sometimes Brands use previously created Singles/Chartbusters
- Engaging Visuals (engaging characters/text/audio in the video)
- Right Length (not too long to keep user attention)
- Positive Sentiment (Nike Ads and Bosch both do that)
- Strong Background Voiceover (as in the Nike Ad, there is authority in the voice)
- Short and Strong Tag Line : JUST DO IT and LIKE A BOSCH convey powerful message in just few words.
Do celebrities actually help in building Brands or is it the Role of Multimedia with powerful message?
Often Brands engage celebrities for endorsing their products but if the underlying messaging and content does not leave any impact on the consumer, would customer walk up to the store to buy that product? That is debatable and would vary from Industry to Industry.
Do Roger Federer or Pete Sampras influence consumer choice in wearing a particular shoe- Yes and No. One would need to collect Data to make a conclusive statement on the Buying Segment. Every AD leaves an impact on the Consumer. Sometimes its Positive, sometimes its Negative and sometimes its Neutral. But is it always the Celebrity, or is it the message, or is it the visual or music- we need data for that.
A returning customer buys depending upon his urgent need, utility and product category (whether its regular purchase or once in a period purchase) but why does a new customer buy-that remains a question mark unless data proves.
Celebrities do have an impact on Millennials that look upon them as their ICONS and tend to follow them and yes Millennials are a big category for all the major brands whether its Shoes or Electronics or Clothing. The key point is whether the Company is building a connection between the celebrity and the consumer via their product or do they have a direct connection with the consumer that does not depend upon the Celebrity Promotion.
Often the Brands that have a direct connection with their Consumers and do not rely upon celebrity promotions for incremental sales/promoting new product lines or categories will benefit in the longer run.
The Role of Multimedia – Impact of Powerful Ads
The impact of a powerful ads that use the Power of Multimedia can be significant on multiple levels, influencing consumer perceptions, brand image, and purchase behavior. Let’s break down the potential impact and the role of multimedia in conveying the message:
- Brand Image and Perception:
- Positive Association: A powerful ad can create a positive association between the brand (Bosch, in this case) and the values or lifestyle depicted in the ad (sustainability). This can enhance the overall brand image and make consumers view the brand as socially responsible and environmentally conscious.
- Differentiation: In a competitive market, a strong ad can help differentiate the brand from its competitors. If sustainability is a key focus of the ad, it sets Bosch apart as a brand that cares about environmental issues and responsible living.
- Consumer Engagement:
- Emotional Connection: Powerful ads often evoke emotions, and if “LikeABosch – Live sustainable” successfully taps into consumers’ emotions, it can create a strong emotional connection. This emotional engagement can lead to a more memorable and impactful message.
- Social Media Buzz: Multimedia elements in the ad, such as visually appealing graphics, catchy music, or a compelling narrative, can encourage consumers to share the ad on social media platforms. This word-of-mouth marketing can significantly extend the reach of the message.
- Behavioral Impact:
- Influence on Purchasing Decisions: A well-crafted ad can influence consumer behavior by creating a desire to align with the values portrayed in the ad. If sustainability is emphasized, consumers who prioritize eco-friendly products may be more inclined to choose Bosch over other brands.
- Educational Aspect: Multimedia elements allow for the effective communication of information. If the ad includes informative content about Bosch’s sustainable practices or products, it can educate consumers, potentially influencing their purchasing decisions.
- Role of Multimedia:
- Visual Appeal: Multimedia elements, such as high-quality visuals and graphics, can capture attention and make the ad visually appealing. This is crucial in today’s digital age where consumers are bombarded with information.
- Storytelling: Multimedia allows for effective storytelling, enabling the brand to convey its message in a narrative format. This can create a more engaging and memorable experience for the audience.
- Versatility: Multimedia can be used across various platforms, including TV, social media, websites, and mobile devices. This versatility ensures that the message reaches a broader audience and is accessible through different channel.
In conclusion, the role of multimedia in building powerful brands cannot be overstated. In the dynamic landscape of modern marketing, where attention is a scarce resource and consumer preferences are shaped by a myriad of influences, multimedia emerges as a cornerstone for effective brand communication. The amalgamation of visual, auditory, and interactive elements creates a rich and engaging tapestry that goes beyond mere information delivery. It serves as a catalyst for forging lasting connections between brands and consumers.
Multimedia’s ability to convey emotions, tell compelling stories, and deliver information in a visually striking manner elevates brand messaging to new heights. A powerful brand is one that not only provides a product or service but also resonates with the values, aspirations, and emotions of its audience. Multimedia facilitates this resonance by offering a versatile platform for creative expression, allowing brands to craft narratives that captivate and leave a lasting imprint on the consumer psyche.
Furthermore, the ubiquity of multimedia channels, spanning television, social media, websites, mobile apps, and more, ensures that brand messages can permeate diverse demographics and geographies. This widespread accessibility enhances the reach and impact of brand-building efforts, fostering a sense of familiarity and recognition among a broad spectrum of consumers.
In the digital age, where attention spans are fleeting and competition for consumer attention is intense, multimedia serves as a vital tool for cutting through the noise. Brands that harness the power of multimedia not only convey information but also create memorable and shareable experiences. This, in turn, cultivates brand loyalty, advocacy, and a positive perception that extends beyond the realms of a mere transaction.
In essence, the role of multimedia in building powerful brands is transformative. It is the conduit through which brands transcend the status of products or services, becoming immersive entities that resonate with the intricacies of human emotion and lifestyle. As technology continues to evolve, and consumer expectations evolve with it, the strategic integration of multimedia will remain pivotal in shaping the narratives that define and distinguish the most powerful brands of our time.