What Makes Great Brand Communications
August 23rd, 2008
The specific, considered and most targeted answer in the task of reaching and encapsulating the vastly diverse audiences that exist in the great market-place of the world is a difficult one. To a certain degree the concept of being able to direct communications to a specific audience is an extremely effective and optimum form of conveying a message and is of the utmost importance in discussing the business of advertising.
Global impacting and thoughtful ideas that provoke and persuade consumers cross-borders can serve to find the cultural similarities and combine them into a market that is larger hence more economically powerful. The Levi’s, Audi and Lynx/Axe ads execute this idea with a border-less vision: The Levi’s ‘Clayman’, the Audi RS6-’Bull’and Lynx-’Seduction’ clearly and emphatically communicate their message and remain placeless; that is they need not be tailored to the U.K market nor any other. They are creative global ads that engage consumers in any country.
However the core solution lies in delivering a message clearly and coherently in an engaging, original and memorable manner.
Also by having considered and well informed strategic insights into the product and the target markets allow for a more creatively sensitive and powerful communication that drives brand salience and cut-through into people’s minds and their wallets.
In addition to greatly executed creative work, the communication should be commercially effective by driving instant brand recognition and economic results.
Ultimately communications should consolidate and bind the client’s image and qualities to the consumers in a differentiated, unforgettable and emphatic way where consumers are ultimately inspired by the brand.
Mono Ghose MA (Hons)
Mavericks Agency Executive Account Director/Partner