Tuesday, September 15, 2009

Brand Reflection

Below is a presentation reminding marketers that prospects do not see themselves as they are, but as they want to be. The presentation creator suggests that your brand message should reflect and speak to the prospect's desired self-image. This is what Leo Burnett managed to achieve with the classic Marlboro Man ads.

It's also the basis of the Nike brand. Take a look at the following Nike wings poster. What does it do to sell shoes? Will Nike shoes give you Jordan's wingspan? Maybe not, but millions of Air Jordans were sold because people wanted to "be like Mike."

As the presentation notes, it's also what Dos Equis is attempting with their incredibly stupid ad series about "the most interesting man in the world." They're stupid because the guy in the ad says, "I don't always drink beer, but when I do, I prefer Dos Equis."

What are they trying to do? Based on the ad, I suspect the ad agency decided to position the Dos Equis brand as the beer for guys who don't drink beer. I'll give them this, it's not a crowded position (note: this is why ad agencies need adult supervision).

Flip through the presentation. The author makes his point well.

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