Comments on: Making the creative effective http://www.sitsite.com/blog/2008/09/making-the-creative-effective/ Thu, 17 May 2012 15:00:32 +0000 http://wordpress.org/?v=2.5.1 By: Orly Seagull http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-157 Orly Seagull Wed, 24 Sep 2008 15:18:12 +0000 http://www.sitsite.com/blog/?p=66#comment-157 The ad is for Stratus- the choclate, but as you can see, many times consumers confuse it with another product, as the brand fusion in this ad is very weak. The ad is for Stratus- the choclate, but as you can see, many times consumers confuse it with another product, as the brand fusion in this ad is very weak.

]]> By: Eliyahu http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-156 Eliyahu Tue, 23 Sep 2008 08:09:32 +0000 http://www.sitsite.com/blog/?p=66#comment-156 [sorry for being 'nudnik'] but it can't be nike's ad because it's Umbro shoes. [sorry for being 'nudnik'] but it can’t be nike’s ad because it’s Umbro shoes.

]]> By: Orly Seagull http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-152 Orly Seagull Sun, 14 Sep 2008 08:18:13 +0000 http://www.sitsite.com/blog/?p=66#comment-152 You have a strong point there regarding the Cadbury's ad and even more since it won the Cannes' Grand Prix this year. This evokes an essential discussion of what is an effective piece of communication, which is what we're going to tackle in our SIT Marcom Innovation event in Moscow next month. My claim is that there's no need to disqualify a creative idea if we think it wouldn't sell, since we can enhance effectivity by a stronger brand fusion on existing ideas. As for Shmulik's comment: I want to give an example of a Russian cellular company that managed to create a very distinct visual language for its brand. They're called: Beeline and they happen to be a great client of ours. http://www.youtube.com/watch?v=2XZ4PuzvBCg&feature=related You have a strong point there regarding the Cadbury’s ad and even more since it won the Cannes’ Grand Prix this year. This evokes an essential discussion of what is an effective piece of communication, which is what we’re going to tackle in our SIT Marcom Innovation event in Moscow next month.
My claim is that there’s no need to disqualify a creative idea if we think it wouldn’t sell, since we can enhance effectivity by a stronger brand fusion on existing ideas.

As for Shmulik’s comment: I want to give an example of a Russian cellular company that managed to create a very distinct visual language for its brand. They’re called: Beeline and they happen to be a great client of ours.
http://www.youtube.com/watch?v=2XZ4PuzvBCg&feature=related

]]> By: Fabian Szulanski http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-151 Fabian Szulanski Sat, 13 Sep 2008 12:13:22 +0000 http://www.sitsite.com/blog/?p=66#comment-151 Here is a terrible example of brand fusion. Who would guess it is a Cadbury ad? http://www.youtube.com/watch?v=TnzFRV1LwIo&rel=1 Here is a terrible example of brand fusion. Who would guess it is a Cadbury ad?

http://www.youtube.com/watch?v=TnzFRV1LwIo&rel=1

]]> By: Orly Seagull http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-146 Orly Seagull Thu, 11 Sep 2008 20:29:55 +0000 http://www.sitsite.com/blog/?p=66#comment-146 That’s very true Fabian! It’s called brand characters. Brand characters help the consumer recognize the brand. It can be celebrities, cartoon figures or even animals. There is more than just one way to enhance brand recognition, such as: color, font, logo and even cinematic style. I recall an outdoor ad for the Economist with red background and no visuals or copy and one can still tell it was the Economist. Got any TVC you would like to share as an example of a good / lousy brand fusion? (Unfortunately, they’re not so common…) That’s very true Fabian! It’s called brand characters. Brand characters help the consumer recognize the brand. It can be celebrities, cartoon figures or even animals. There is more than just one way to enhance brand recognition, such as: color, font, logo and even cinematic style. I recall an outdoor ad for the Economist with red background and no visuals or copy and one can still tell it was the Economist.
Got any TVC you would like to share as an example of a good / lousy brand fusion?
(Unfortunately, they’re not so common…)

]]> By: Fabian Szulanski http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-145 Fabian Szulanski Thu, 11 Sep 2008 12:24:38 +0000 http://www.sitsite.com/blog/?p=66#comment-145 In my opinion, there are also iconic characters that enable and strengthen brand fusion e.g. the Marlboro cowboy, the Michelin Flatable guy. Am I right or that's another SIT for advertising's principle? Cheers! Fabian In my opinion, there are also iconic characters that enable and strengthen brand fusion e.g. the Marlboro cowboy, the Michelin Flatable guy. Am I right or that’s another SIT for advertising’s principle?
Cheers!
Fabian

]]> By: Shmulik Elmakies http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-144 Shmulik Elmakies Thu, 11 Sep 2008 08:32:37 +0000 http://www.sitsite.com/blog/?p=66#comment-144 Orange is indeed a good example because cellular companies usually have weak brand fusion. Among the credit companies in Israel, Isracard are good because they made the consumer identify the product with culture and not only with lifestyle (which is common in the credit cards market). In the fashion field I think "Irit" is remarkable. You could tell it's their ad because of a particular pose of the model's hand (!) which is subtle and courageous. Orange is indeed a good example because cellular companies usually have weak brand fusion.
Among the credit companies in Israel, Isracard are good because they made the consumer identify the product with culture and not only with lifestyle (which is common in the credit cards market).
In the fashion field I think “Irit” is remarkable. You could tell it’s their ad because of a particular pose of the model’s hand (!) which is subtle and courageous.

]]> By: Tamar http://www.sitsite.com/blog/2008/09/making-the-creative-effective/#comment-142 Tamar Thu, 11 Sep 2008 07:51:20 +0000 http://www.sitsite.com/blog/?p=66#comment-142 A similar example that first jumps to my mind it Absolute Vodka. I think their brand fusion is very strong in all their ads. A similar example that first jumps to my mind it Absolute Vodka. I think their brand fusion is very strong in all their ads.

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