Many marketers would look to reinforce their image by creating a campaign that speaks to the cost/benefit aspect or perhaps go out of their way to become "historical" by saying they've been around a long time so..."trust us". Or they might use the compare/contrast campaign. Trouble is, none of them work as well as...emotional messages.
Smart marketers know the real way to re-brand is the campaign that tugs at the heart. The campaign that makes the brand more "human" and less "corporate" will win the day.
In our marketing presentation "Five in Twenty Four" we talk about how emotional advertising trumps "fact based" campaigns and reference the study done by Hamish Pringle and Peter Field published by our friends at Advertising Age in March 2009.
This past week we've seen a couple of giants roll out emotional based campaigns. Dove used a forensic artist to draw images of women as they said they saw themselves and then as other saw them. It's a campaign that works...and now has nearly 30 million views on YouTube.
Now Johnson & Johnson is making an emotional appeal an an attempt to put some bad press in the rear-view mirror. Here's a sample:
Once again it works.
So, the message here is when you're considering a re-branding campaign spend the time and money to do something worth remembering. Emotion...rules.
What do you think?