Monday, February 4, 2008

Advertising is a complicated and deeply psychological industry. How does a company construct, let's say, a TV spot that is entertaining, unique, and brand enforcing all in one? How is it possible for the consumer to step back after viewing the ad and recall not only the comedy, but also the product.
When does the entertainment overshadow the brand image?

How does the product take center stage yet not bore the audience?
Or, maybe it doesn't matter if the product is center stage..... as long as it is bought.

I was in Victoria's Secret today and started thinking about their branding. They are not selling products, they are selling the models. Women don't shop there because they know they are getting the best cherry lip gloss on the market. No.... ha! We shop there because the sign says that the VS super models wear this particular lip gloss. Who cares if it doesn't taste as good as the stuff at Wal-Mart; we are becoming super models with every coat we apply and that is what matters.

Up on the walls there are large poster-pictures of the timeless VS models we know all too well. Their signatures are under their photos. As you stand in the store and look up at the giants of the fashion world you realize that you are in the presence of beauty and feminine allurement. If only you could be just like them everything would be great. Every man on the street would want to wrap you up in his arms, and on the weekends every drink at the bar would be paid for.

This whole mind wrapping addiction happens within a few seconds of being in the store and you find yourself contemplating buying a set of sensually scented candles, that you wouldn't have looked twice at normally.
The branding is so strong. It sucks you in and you enjoy every minute of it.
Until.... your wallet is empty and your stuck with a couple of cheap candles that really just smell like vanilla.

How does a company create such powerful advertising?

I think it starts with knowing how to connect, (obviously) and tapping into desire and emotion. (little trickier)

With the VS example, they have zeroed in on the fact that every woman desperately wants to be desirable, just like the super models are. And she will pay $14.95 for two small candles to be told that she is.