Note: Since I wrote the piece below the video referenced has been removed from YouTube.
I loved it the first time I saw it and I don’t get tired of it. Despite all the confrontation in Haagen Dazs’ commercial for its Stracciatella gelato, I doubt there’s a woman out there who doesn’t find herself entranced by the extreme passion and romance played out in this commercial. It makes you think of the intense love of Romeo and Juliet, in Dr. Zhivago, or a Bryan Adams’ song, and that combined with the opportunity to be transported to Italy for a few minutes via the language and physical appearance of the actors, is the stuff of women’s dreams. Yes, you could argue that men yearn for great romance too, and some will be moved and prompted to take action after seeing this commercial too, but I feel comfortable in stating, firstly, that this commercial is primarily targeting women, and secondly, its emotional appeal WILL cause a rise in Stracciatella gelato sales. I know one target audience member who was prompted to buy and try some and I have to say I wasn’t disappointed in my purchase. The gelato was as delicious as I expected to be, and I felt so luxurious just eating it. It’s just plain creamy good. So, I’m giving Haagen Dazs double kudos — one for great target advertising and another for making sure that the product promoted in its advertising delivers!
While you’ve all heard my blog post heading said and written numerous times in numerous ways, I think it’s a message that bears regular repeating. It’s a timeless message relevant to everyone in every situation and in every century — your attitude can and will make or break you.
I was reminded of this late last week when a friend told me that as part of consideration for a newly created position — one that would initially require a lot of mundane, repetitive work, but that was expected to grow to a much more diverse, and challenging one — she had to submit her favorite quote. She submitted the following: “You can’t live a positive life with a negative mind” – Author Unknown. A perfect quote for my “Keep Up the Fight” page.
I do believe if you go into any situation — whether it be business-, social-, family-, or health-related focusing on the good — and if the good is not easily identifiable, hunting for it, you are more likely to be both successful and happy. I speak from experience as someone who has dealt with serious illness that if you look and give thanks for whatever silver lining you can related to the situation, such as the ability to help others dealing with the same illness, a greater appreciation of the simple things in life, the forcing of one to have more life balance, etc., you will fare better mentally and physically.
The same holds true for any business situation. Thirty years of work experience has taught me that a positive attitude is infectious. If you are proposing or beginning a project with a strong belief that it will have positive outcomes, others will believe and approach the project with the same belief. This is one of the many things I love about being a consultant (and a leader, in general), and where I think consultants, regardless of their field of expertise, can really help. We aren’t battle-weary from internal and external politics and other challenges impacting a particular department or organization.
Consultants are like fresh troops who come into a situation with brand new ideas and eyes that bring renewed enthusiasm and energy to a situation because we believe that we can be effective and help lead individuals and teams of individuals to the best possible outcomes. If we didn’t believe that we wouldn’t do what we do for a living.
Belief that great results can be achieved and no challenge is insurmountable is a powerful thing. I’d love to hear how you’ve seen it work in your lives.
An organization that knows how to create memorability related to both its brand and its marketing activities is going to give itself an immediate leg up against its competitors. You’ve all probably heard the expression that “there’s no such thing as bad publicity” because it creates brand awareness, which then may prompt sales or revenue growth. I’m not so sure I agree that it’s a good idea to create memorability through strictly negative associations or activities, but I do believe is that if you can create something memorable that’s positive about your brand and/or in your advertising, your organization is likely to benefit from a brand awareness perspective, at a minimum.
A couple of well-known and simple ways of creating memorability related to both your advertising and your brand are with a jingle, a mascot, or both. I was reminded of this at last week’s Braintree Relay for Life event, sponsored by Frito Lay, and attended by their furry tiger mascot, “Chester Cheetah”, who is highly associated with Frito Lay’s Cheetos snacks. He was one of the major attractions at the event for children of all ages, including me!
My last employer, BMC HealthNet Plan, has employed a mascot for years, “Sunny” (a big sun character who wears big black sunglasses) , to create good will and brand awareness. Sunny has attended literally thousands of community events and children and adults alike flock to him.
As far as jingles go, we all must admit that there are certain ones that we find appealing and that just stick with us. We find ourselves humming or singing them in the shower or in the car or they run through our heads while we lie in bed at night — and I don’t mean songs recorded by artists that are used as advertising background music — I mean jingles that were created to be used repeatedly in conjunction with a brand’s advertising for many years, or just for a particular marketing campaign of a brand. Here’s one of my favorites.
In addition to mascots and jingles that can be associated with a brand for years and years and continue to contribute to the brand’s success, another means of creating brand or marketing campaign memorability is through messaging and visuals/creative that evoke emotion. And, it’s actually a good thing if a brand or its marketing tugs at your heartstrings a bit, as long as there is an accompanying positive message. For example, an advertising campaign can focus on a personal challenge or societal problem, but then offer an inspirational solution or show non-stoppable people rising above that challenge or helping those less-fortunate.
So remember, mascots, jingles, and emotional messages/creative that show something positive rising out of tough circumstances, can all create memorability for a brand or the particular products, programs, or services it promotes. Despite the fact that lately it would appear that human beings just want to hide behind their hand-held devices and not interact with others, songs, likable and cute creatures, and emotional, but inspiring messages, all provide individuals with an opportunity to connect. And, that’s probably even more valued now by consumers than it ever was.
Friday is usually the day when I create and publish a new blog post. As you would expect, Fridays tend to be a bit calmer than other weekdays and posting here is always a great way to wrap up the week. Keep in mind that ideas are always buzzing around in my brain for days or weeks before I actually post on a topic.
Today’s post will be brief because Results Communications will be shutting down early to make good on a promise that I made to myself and to others when I decided to launch my consulting firm — to be a firm with great heart that is committed to giving back to the community and one that supports research related to chronic and/or serious illness such as cancer, multiple sclerosis, and Alzheimers — three illnesses that have plagued family members and friends.
A small “Results” team will be walking in today’s Braintree Relay for Life event that supports the American Cancer Society. I feel blessed to be well enough to walk in the survivors event-kick-off lap. Last year at this time, I was newly home from the hospital after my second major surgery in two months due to implications from past cancer treatment. Because of poor weather, the Relay shut down early, but my husband and I went and walked one or two laps of the Braintree high school track because I told myself it was something I had to do for myself and other cancer patients I’ve met during my almost eight-year journey — sadly, some are no longer with us. And, this just makes the walking more important — to honor and remember them.
(In Recovery Mode, 2013, wearing my “Live Strong” t-shirt)
Whatever the causes are that are most important to you, I encourage you to make the time to support them. As I always say, “make sure your life reflects what’s important to you” by “walking the talk”.