When did brands start trying to reason their way into our homes?
It feels for too long brands have been appealing to our logic in order to be accepted into our lives.
Serving up a series of rational arguments about the quality of the product, or how much cleaner our clothes will be, or how it will make us healthier: as if the most well constructed argument is the difference between someone saying yes or no.
Where is the insight in this approach? How many people do you know who make all the decisions in their life based on purely functional approaches, without any emotional bias? At the Forge we know that what people think is only a small part of what drives their behaviour.
Great brands make you feel something; something that makes you want to have them as part of your life. How do they do they create this feeling? Great brands work with really powerful insight into what motivates us, and more importantly, what might drive us to change the way we act.
There are many ways to work with this, but think about these recent ads…
….Kellogg’s, John Lewis & Thomas Cook
Film has always been well placed to affect our emotions but we think these ads are also underpinned by powerful insights. They go straight to the heart of who we are as people and what we desire.
None of them leave you with a more functional understanding of a product, benefit or RTB.
Each taps into something deep and compelling. They evoke something… A sense of warmth and community, a sense of closeness, a desire to connect with family…
The key out-take is not one of knowing something new, but of feeling something new; much more powerful. You also get a sense of something bigger, a purpose, a belief and a role in the world.
Hardly new, hardly radical; that’s why we are surprised to see it done so infrequently.
The Forge view is… stop cramming ads full of multiple functional messages & concentrate on something more meaningful
With thanks to Neal Fowler for the image