Negative can be funny. Negative can be edgy. But if you really want to build brand equity with your marketing communication — embrace ...8 Mar 2010 2191 Views
Negative can be funny. Negative can be edgy. But if you really want to build brand equity with your marketing communication — embrace the positive.
I think this should be a golden rule for marketers. Having said that I understand that some categories, such as traffic safety, cancer awareness,or pest control seem destined to negativity. These categories often lure unsuspecting creative teams into the negative. They choose to dramatize loss of life and limb with stunning impact like this clever spot from the UK. Having worked on a couple of these campaigns in the States, I confess that I too have been lured to the dark side.
But no matter how edgy, shocking or memorable the negative campaign may be, I’m always left feeling how much stronger it could have been if the communication had been based on something positive. I leave these assignments feeling that with a little more creative oomph, a positive angle could have been found. This spot, called Embrace Life, shows us how.
Embrace Life from Alexander Commercials shows us that with enough creativity even a subject matter as horrific as dying in a car crash can be communicated with a positive angle. This is an exceptional spot.
So next time your agency or creative team comes to you with a negative campaign concept, think of this spot. You’re brand will be better for it. Thanks to Todd Szahun for sending this to me.
Like this post? You'll find more marketing insights in my new book: International Brand Strategy: A guide to achieving global brand growth, now available from booksellers globally. Order your copy here.
Speaker, consultant & founder of Duffy Agency, the flipped digital agency that provides accelerated growth to aspiring international brands.