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.
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