The King's Anthem and brand communication have more in common than one might initially suspect. "Too many people, too many thoughts", "fragmented", are a few quotes. Five fundamental tips on how to avoid pitfalls such as with the King's Anthem in brand communication.
This week I heard on Radio 1 in an interview that the King's song had "too many people and too many thoughts" and was "fragmented". It had limited preparation and received input from many. It has now been decided that it will continue. Unfortunately, I also see this regularly in brand communication: campaigns that do not resonate strongly enough, are not credible, want to tell too much and still go on-air because the deadline is approaching.
1. Have a Big Idearesonance, and the brand receives a honduras mobile phone number list 'thank you' from the consumer. Not literally of course, but a sincere and deep feeling. The brand has been given a meaningful role in the creation, which makes both the message and the brand stick better.
In our research database I see that campaigns that are developed with a Big Idea research in advance, among other things, resonate more strongly and are more visible. The connection of a fundamental consumer insight with the brand (and therefore also the brand DNA) ensures that we are close to the needs and aspirations of the consumer. And that we remain credible as a brand. Also not unimportant!