I admire brands that stick with what works. It takes guts to stay the course when there’s so much change around you, especially in this swift-moving, reactive and highly impatient era.
Director: “Our competition is doing X! We need to respond. We can’t keep doing what we’re doing.”
Brand Manager: “Why not? We’re firmly entrenched in the leadership position. The campaign rocks and the channel and consumers love it and they love the brand. What’s to change?”
Director: “Doesn’t matter; we need to change the branding campaign now.”
Consider ESPN and their SportsCenter program promotions. Very little about their commercials has changed in 17 years. It’s remarkable that they continue to produce highly entertaining, memorable and fresh creative year after year. And every promo ends with their tag line “This is SportsCenter”, appearing on the screen…seen, but not said.
The campaign never gets old.
How many product or service brands can match their stamina and success? Can you name any brands that have enjoyed even a 10 year run utilizing the same theme, creative formula and slogan? How about a 5 year run?
Write the brand and the number of years the same campaign creative and messaging has run in the Comments box.
Thank you for your contribution and for reading my blog.
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