A recent blog by John Coleman titled 7 Ways Daring Brands Walk The Line published in Fast Company opens with a discussion on how desensitized we are today, in large part due to the raw content that is available real-time, anytime on the Internet.
“We want to have new experiences and see things that surprise, inspire, or yes, even shock us a little.”
True, we want to be entertained and we turn to the entertainment professions to fulfill this desire. Satellite and cable television. Cinema. Live theatre. Stand-up comedy. These are venues where we expect to be titillated.
Shock to educate
I don’t mind brand stories and interactions that surprise and inspire me, but do we need brands to shock us? To push the envelop? In some cases, when it comes to changing attitudes and biases, the answer is an unequivocal and resounding yes.
But that tends to be the exception. For most consumers brands, shock value devalues the product or service. It is a move of desperation or the choice of brand team that lacks creativity. It won’t engender affection or enhance customer loyalty.
Educate to differentiate
Know your market, understand their needs, position and differentiate your product or service from the competition, and tell your story in an authentic, honest and memorable way. If it’s entertaining, too, that’s icing on the cake.
"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment." - Jeffrey Sinclair, Brand Strategist
I encourage you to read the blog. It is well thought out and includes links to a numbers of brilliant advertising videos for national brands you’ll certainly recognize. These commercials are very entertaining and tasteful. A couple may be a bit daring, but I don’t see shock anywhere.
But then, maybe I’m too desensitized.
Thanks Internet!
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