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Advertising campaigns that are led by a brand give the consumer an opportunity to ‘get to know’ the brand. What they look like, what their values are as well as how they act. Think of it as getting to know a friend.
Edward is the guy that you went to school with. You can remember the first day you met him. He was different from the rest of the crowd but still wearing the same school uniform as everyone else. As you got older changed jobs, moved schools, got new friends, lost old friends, you can still recognise Edward even without the school uniform. Over the years you’ve watched as Edward has changed to Eddie, changed his clothes, grown up, as well as developing his quirks (He’s the guy that will sing Man I Feel Like A Woman at the Christmas staff do). But even when Eddie wears that awful Christmas jumper, you still keep him as a friend and companion.
Eddie is Heinz and every memory you have is a product Tomato Ketchup, Salad Cream, Mayonnaise, Beans, Spaghetti Hoops, Weight Watchers & Soup. The list is so much longer than the 57 types stated on the label, but to many Heinz is a household favourite. Like Eddie, it’s part of the family. By creating this connection with the audience advertising as a brand provides more character. Brands are able to convey a message without showing a product for example the 2009 campaign which didn’t even show Heinz ketchup until the end of the advert.
As strong a connection the consumer has towards a brand, there are scenarios where you may just want a pen. This could be a free pen from the local bank, it would do the job of putting ink on paper. When a product leads a campaign it often includes facts, what makes it better than other products, why you should buy it and when you need it. A product is disposable and the loyalty is to the functionality first.
When the brand enters into the mix it brings out a whole new element of the products image. Emphasising the characteristics you remember from the brand onto the pen you have in your hand. By creating a bond first with the product then with the brand it can lead to a loyalty to the product even after it’s reached the end of it’s working life. You may hold onto the broken fountain pen because it was your first Parker pen, it’s functionality is not different to any other fountain pen, it still performs the same job, but the Parker name adds value to the product.
There are occasions where a brand will detach itself from a product. This can be because a product is being launched into a different market, or that the market is changing. A recent example of this is Tesco’s decision to launch products without it’s popular brand attached to them, the first products within this move are ChokaBlok ice cream, Nutricat cat food and Lathams dog food. All of these will have their own brand development and strategies independent to current ranges under the Tesco name such as Tesco Finest Range and Value ranges. This move is not about replacing big brands, it’s about working along side current products and ranges. It also is not trying to alter how the public view the Tesco brand. It is a product independent of the big labels, which is how product driven campaigns can benefit. It can give new life to a product without the connotations of the brand being imposed upon it.
In the consumer/customer mind set a brand can become like a friend, someone you trust and rely on. By promoting this image you can emphasise the positive attributes and create a consistent representation for future products or services of the brand.
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