ADVERTISING – TO BRAND OR NOT TO BRAND?

ADVERTISING – TO BRAND OR NOT TO BRAND?

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Reading about the length of time that brands have advertised on the Piccadilly Lights at Piccadilly Circus got me thinking about our clients’ presence across various platforms.

Coca-Cola has featured on the giant neon board since 1955, while Hyundai replaced Sanyo in 2011, making it the first new brand to be added for 17 years.

For decades, the adverts were static, showing nothing more than a logo in return for a costly seven-figure annual invoice. Times are changing, though… the sign is due to be expanded for the first time since it was created in 1908, with global giants reportedly queuing up to secure a spot in time for Christmas.

One of the many interesting elements of brand promotion we advise our clients on is the variety of advertising and promotional options available to them. We also help them decipher exactly what each method is there to do. A giant board brandishing a logo is one option, but there are many more – and the outcomes are not always black and white. A point that I was chatting to a client about earlier today saw us discussing the pros and cons of various ad templates and debating whether the primary objective should be to push the brand itself, or the sales message.

Interestingly, other phenomenally successful companies are reaping the benefits of advertising via more modern techniques, which omit their name completely. Among my favourites are Mini Cooper’s patriotic horn assemble, T-Mobile’s satirical take on the royal wedding and Three’s dancing Shetland pony advert, which all became YouTube sensations.

Clearly, launching a campaign of this nature is a risky business and isn’t for everyone, but for those in the right position, the results are bang on the mark.

Here are the links, so you can decide which your favourite is.

http://www.youtube.com/watch?v=WfsaHEOnR6Q