meplusyou_curious_about_creating_a_brand_movement

davidalston

meplusyou_curious_about_creating_a_brand_movement

A CAMPAIGNStarts With Attributes_____To create a campaign, brands look at their unique attributes to build a foundationalplatform. Typically, the brand examines its attributes (e.g., stronger, longer-lasting,cheaper, made from nature, more sustainable) and looks for ways to talk about theseattributes in an emotional manner that inspires and motivates. The most recent J&Jbrand campaign, For All You Love, emphasizes at tributes such as safety, reliability,heritage and efficacy. These attributes are then laddered up through an emotionalmessage that asserts that using J&J products is an expression of the love consumersfeel for their family members. An example of this can be seen by visiting this link:http://bit.ly/18NClEDt.This theme is carried through the J&J website where people can engage with the brandand show support through activities such as tweeting/retweeting #forallyoulove andparticipating in the “Donate a Photo” feature.The key to a good brand campaign is that the attributes assigned to thebrand must be believable, inspirational and informative. People mustbelieve that J&J products are safe for their families (and researchsuggests this is indeed a belief many people hold), they must beinspired by the idea that caring for the family is a higher calling,and they must be receptive to the information about J&Jproducts and the engagement avenues that J&J offers.The foundation for a strong brand campaign isbelievable and inspirational attributes. Thebrand says “I am...” and therefore thecustomer should support it becausethe customer is either like thebrand or wants to be likethe brand.

More magazines by this user
Similar magazines