The best ad on last night’s Emmy Awards was this Macy’s spot showing the personalities behind the brands in its stores. Donald Trump in all his vainness blow drying his hair. Martha Stewart being her perfectionist self, making sure every little home ware product was perfectly folded. Sean Combs rehearsing the sales people, “Sean John is hot.” Kenneth Cole telling an airhead Jessica Simpson that to open the door she needs to pull, not push.Knowing the personalities behind brands — and being willing to spoof them — helps us get to know the brands. (And who knew Macy’s had all those name brands?)
One reason that Facebook is becoming so much more popular than Linked In is that we get to know the people behind the names — their photo albums, music and movies they like, etc. — not just contact and work history information.
People want to connect with people — on big scales and small.
I don’t have TV anymore – I know, sacriledge! – so I really appreciate seeing some great creative! Thanks.
You’re absolutely right: what distinguishes one brand from another in the cacophony of marketing messages – or us from each other, for that matter – is it’s unmistakable (and even quirky) uniqueness and the unapologetic being of ‘it’.
Even promoting it…
One of the best things that ever happened to Martha’s brand was the whole jail time thing: it made her ‘perfectionist’ human, making what had felt inaccessible accessible.
Communicating uniqueness (and dare I say the overused and cliched ’authenticity’) in a human, easy to connect to, identifiable and enjoyable way is the equivalent of the slow, steady burn of wildfire.
A little wind (aka buzz) and WOW!
Lissa Bergin-Boles – The SoulFullFilled Living Coach
http://www.soulfullfilled.com
P.S. Putting your question about why Texan Woman are great story-tellers stumped my aunt, but she said she’d get back to me. I have a feeling there’s a great story in the works…