...goes a long way, especially when I'm thinking about brands, brand management and the power of brands to build successful organizations and careers.

Wednesday, January 25, 2006

The invitation is lost in the translation

I really don't understand why some brands use stories that are offensive to the prospective audience. They aren't 'inviting' as required by the D.I.R.T.Y. (different, inviting, relevant, truthful and yours) brand model to which I subscribe.

A posting in Walt Koschnitzke's Brand Ad vice blog discusses a local cable commercial that has the effect of fingernails on a chalkboard for him. The Capital One commercials are so negative that I don't want to have anything to do with the brand.

And then there's the cell phone commercial in which the lead actor gives a testimonial while a man in a lobster suit gets caught in a revolving door in the background. What's that about? Does anybody even hear the pitch?

On the other end of the spectrum are the Hallmark Cards commercials. They're actually little movies that invite you into a little slice of life. Even the local furniture store - pick one, any one - uses an inviting message to tell the story about this week's sale!

Do you know of other brand messages that are inviting? Which ones are not inviting?

3 Comments:

Anonymous MIke Sansone said...

You've got me remembering those AT&T "Reach Out & Touch Someone" commercial. Tear-jerkers!

By the same token & industry, my wife is so sick of the Vonage theme (and I forget the name of the actual song), that she turns off the TV.

HP's use of The Kinks "Picture Book" was catchy, but not original.

5:43 PM

 
Anonymous Anonymous said...

Mark - don't know if you have the Hardee's fast-food chain in Iowa (I think it's known as Carl Jr's in the West). Their depictions of under-30 male mouths being stuffed with oversized burgers, dripping grease down their chins, is enough to gag a maggot of any age! However, that very demographic is scoring recalls right through the roof... who sez good taste has to taste good?

3:08 PM

 
Blogger Mark true said...

Very good point. Offense is in the eye of the beholder, too, huh?

I think back to the whole love/hate measurement Kathy Sierra uses on her Creating Passionate Users blog and realize that if you love Hardees, you probably love those depictions. And others hate them.

I happen to really love those thickburgers, and I'll overlook the ads, the rather dreary interiors and slow service.

3:12 PM

 

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