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On the tails of a holiday focused on remembering, we thought it would be appropriate to talk a little bit about the art of creating recall… also known as getting someone to remember your brand and its message.
Your message has to perform a lot of amazing feats. Not only does it have to explain the unique benefit your brand provides, but it has to do this in a way that lingers in the mind of the target audience, like a catchy tune that haunts you all day long.
Take a look at USA Today’s “Ads We Can’t Get Out Of Our Heads” for instance. It’s been twenty years since Nike ran its “Bo Knows” campaign, but it’d be difficult to find anyone from that generation who doesn’t still remember it. “This Is Your Brain On Drugs” still gets batted around in conversation. Some of these ads are even still running. Got Milk passed the 15 year mark and that darn Energizer Bunny keeps going and going.
When you think about some of the most memorable advertising of our time, there are some commonalities. While some are quirky, some are serious and some just have that pop culture magic, they all are completely original. What made them special the first time you saw them was just that… you’d never seen anything like them before. Looking back on them now, they may seem cliché, but these ideas became that way because they were so original that imitating them was the sincerest form of flattery.
As marketers, we need to be open to the original rather than the imitation – even if plowing new ground seems terrifying. You put a lot of time and effort into crafting a spot-on message. Make sure it not only gets noticed, but remembered. Make sure it’s delivered in a way that sets it apart.
Tags: memorable commercials / recall