“We found that consumers are generally becoming more selective about their spending. They are allocating more of their income to lifestyle services and experiences – over half plan to spend more on leisure and entertainment.” – McKinsey
Today, Pepsi released its latest ad, a two-and-a-half minute spot from its in-house creative team, Creators League Studio, featuring Kendall Jenner as a model who leaves work to join a protest.
Branding is defined as the process by which one creates a unique name and image for a product using advertising campaigns. It aims to establish a presence in the market to attract and retain loyal customers. When done in a half-baked manner, branding merely enhances the outer package of a mediocre product.
In 2016, we've seen mobile completely redefine how people interact with one another as well as with brands. And while social and mobile have had an indisputable impact on marketing, communications and business, in 2017, we're going to see old dogs with new tricks in areas such as content mixed with new dogs who want to change the game all together.
At first glance, Sandy Hook Promise’s PSA “Evan” by BBDO tells the saccharine sweet story of a budding high school romance between two students in the lead up to summer. It focuses on Evan who in an effort to “while away the time” before the summer holidays, scrawls a message on a desk in the library.
Humanized brands are being revered nowadays. Customers are looking to associate themselves with brands as they do with their friends: as an emulation of their tastes, goals, and purpose. This brand affinity is more powerful than the brand loyalty that we’ve come to know and love, for it goes beyond a customer’s simple recognition that your brand offers the best value and stems into them knowing that your brand offers the best relationship.