The Role of Visual Media, Power Messaging and Music in building a brand
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.
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
Iconic Nike Commercials
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
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.
So do celebrities actually help in building Brands or is it the underlying Visual Content 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.
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