Failure- proofed brand advertisement
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
There are too many noises in town which are considered as adverts. An average person is exposed to a form of advertisement that is not less than a thousand a day. It may be human agent adverts exposing private body parts or the familiar mass media noise. I read recently that write up content is a form of advertisement! Each content has a position to advance whether directly or indirectly. How true. Even a letter from the top management to the staff can be considered an advert. That is just in a lighter mood anyway but it has some sense of truth in it. But most advertising today may have content but they lack content in the real sense of it.
In most cases, the purposes of brand advertisement are to create awareness and to propel recipients to take a particular course of action. I am of the opinion that advertising is a noise if the following situations obtain.
1. If the advert do not create, show business or brand personality: many adverts can not show the real identity of the brand in term of its real personality. Brand personality is created by using real metaphor that stand or represent the brand value. If brand advert is going to work, let it draw on the metaphor of its real power and promise delivery.
2. If the advert can not position the brand in the minds of the recipient: If the purpose of advertisement is to create awareness, awareness most shows real position of the brand as well as get the minds of the recipients to proper a buying.
3. If the story is not actually a story that links the brand stakeholders: Brand adverts must contain real and sharp stories that link stakeholders together in a way. The story has to explain, enlighten, engage as well as be memorable.
Today normal response to advert is that of mistrust because of constant abuse of consumers’ psyche by the wide gap between advertising slogans and brand promise delivery. Can you tell us more, please use the comment section to air your opinion.
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Absolutely disagree
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