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Each year I watch the Super Bowl’s advertisements and think about all the time and money invested into 30 seconds of grandeur and ask, is it worth it?
Brands use the commercials for the opportunity to reach tens of millions of people at one time in one place. The smart ones focus their effort to a particular segment of viewers (all be it the largest segment of the year) that will tune in to Super Bowl Sunday.
The majority of brands will take the path of least resistance and create a sensational advertisement for entertainment value, but with no economic or true brand value. (We took a deeper look at these observations in this week’s Whatupdate)
Think about your favorite ad from last year’s game. Do you remember what company it was promoting?
If you are creating ads or marketing campaigns for your brand, think about this:
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Sameness – dime a dozen
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Differentiation – better than
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Distinction – innovation and atmosphere
Great marketing (which advertising is a component) takes risks and challenges status quo.
Look at every strategy you create and tactic you execute and pursue distinction.
What are you chasing?
photo credit: Carl Van Rooy Photography
