Well it’s that time of year again where the majority of agencies, design firms and anyone selling marketing gather around the television to watch commercials. It’s Superbowl time again. And to get you ready for the commercials, a national network ran a special on the best commercials for the Superbowl a few days ago and added live voting on their site during the broadcast. Budweiser won hands down.
But that brings me to the point of this months blog. When I say Budweiser-what is the FIRST thing that enters your mind? If you said, beer, then please read on. You see a brand is many things, A brand is a bundle of perceived benefits and attributes in the minds of its audience, a BRAND is nothing but an ASSURANCE, A brand is an identity. It is a picture of what you are. It is what an organization wants you to be. A Brand is a ‘Promise’ that subtly enters the life of its target audience through different forms, channel and mediums of communication. It is this promise that defines the level and duration of its relationship with its users and the pride one takes in being associated with it. Creating a brand is creating a life, every thing depends on how you groom that life. A brand is a promise to deliver an unmet need. It’s a collection of your experience. It’s what you remember whether it be a logo, a symbol or the experience. It’s a thousand small gestures that constantly evolve. Brand: A consistent promise wrapped in a consistent experience.
Budweiser has spent over 3 billion dollars over the years associating its brand with the Clydesdales. When I say the word “Apple” as in the company, do you think, Mac or itouch or ipod or iphone? Maybe the word SIMPLE comes to mind because that it what the company strives for. That is a brand and probably the best example we have ever had in the world. When we speak about Vacuums today, do you think, Hoover or Eureka or Bissell, Dirt Devil or the ever popular Dyson? You see, its different for everyone but that brand you have in your head, is the best and sucks up that dirt better than any other machine because that is what you believe.
Advertisers are willing to put down huge amounts of money to get their ads into the Super Bowl of advertising, mainly for the buzz and the bragging rights. In 2012, the going rate is $3.5 million for 30 seconds, and up to $4 million if you want a premium placement like the break before the kickoff.
So when you watch the new Budweiser commercial on Sunday, remember the feeling that it gives you. That everyone, is the definition of a brand.
“A brand is a person’s gut feeling about a product, service, or company. It’s not what you say it is. It’s what they say it is.” – Marty Neumeier