FAB: Features, Attributes, Benefits
Features are the characteristics that can be used to describe an item or product.
Attributes are the unique qualities of those features that set the item apart from other similar products on the market.
Benefits show the possible customer "what's in it for them."
Wednesday, February 27, 2008
Monday, February 25, 2008
Monday, February 25, 2008
These commercials show the cycle of politics. Every generation wants the same things from their leaders and culture is the only thing that alters the form by which these persuasive messages are communicated.
Every commercial is based on the human desires and needs of Maslow's triangle. The lower down on the triangle the more basic the need and the greater the desire.
Every commercial is based on the human desires and needs of Maslow's triangle. The lower down on the triangle the more basic the need and the greater the desire.
Friday, February 8, 2008
Friday, February 8, 2008
"Eat your vegetables!"
Whether through punishment or bribary the mother will prevail. No matter how long Johnny sits and pouts the mother will not give in.
Then! Suddenly!
The heavens open and a strong arm reaches down to deliver the answer to both of their misery!
*THE MIGHTY MAN VEGGIE BAG*
Voiceover: "The veggies go in and a fresh, crisp, kid-friendly dish comes out! The butter and spices infuse an orginial flavor that every kid is sure to love. No more struggling with the kids to take just one bite - you won't be able to stop them from eating everything you put on their plate!"
Whether through punishment or bribary the mother will prevail. No matter how long Johnny sits and pouts the mother will not give in.
Then! Suddenly!
The heavens open and a strong arm reaches down to deliver the answer to both of their misery!
*THE MIGHTY MAN VEGGIE BAG*
Voiceover: "The veggies go in and a fresh, crisp, kid-friendly dish comes out! The butter and spices infuse an orginial flavor that every kid is sure to love. No more struggling with the kids to take just one bite - you won't be able to stop them from eating everything you put on their plate!"
Tuesday, February 5, 2008
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.
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.
Wednesday, January 30, 2008
Wednesday, January 30, 2008
You poor soul
It must be hard sometimes, being a protagonist. Do you ever wake up in the morning and think, "I can't go through this anymore!"? I can't imagine the stress. Day in and day out you are thrown on a roller coaster and set on the same path of imminent destruction in Act I and II, but then at the last minute an amazing resolution displays itself. I guess a job is a job, but don't you think you could find something with more stability? (I bet your insurance isn't that great either!)
At least the antagonist knows what's coming. Everyday when he gets up and goes to work he knows he is going to blindside you and bring you to the end of yourself. He knows the drill. There is no element of surprise for him. However, by Act III he is always defeated and you find a way to overcome the fear he placed in you. So, I guess it evens out. You are pushed to the end of your rope, but he always looses in the end.
And TiVo has not helped your anxiety at all. Now you never know how many times you may have to ride the same roller coaster. Some dumb, California blonde named Kimberly may want to watch the same episode of "America's Next Top Model"(c) over and over and over and if you are the protagonist the producers picked for that episode you will have to go through the diva drama as many times as Kimberly wants.
You poor protagonist.
Yet, you are a celebrity. People all over the world cheer for you as you overcome obstacles when the odds are against you. For centuries families have been going to the movie theaters or gathering around the television to watch your epic struggle and rejoice as you defy the evil in your world.
So, thank you protagonist! Thank you for inspiring us to believe that the "Good Guy" does always win! Thank you for being willing to go through all that pain and stress just so our viewing expectations can be fulfilled!
We salute you!
It must be hard sometimes, being a protagonist. Do you ever wake up in the morning and think, "I can't go through this anymore!"? I can't imagine the stress. Day in and day out you are thrown on a roller coaster and set on the same path of imminent destruction in Act I and II, but then at the last minute an amazing resolution displays itself. I guess a job is a job, but don't you think you could find something with more stability? (I bet your insurance isn't that great either!)
At least the antagonist knows what's coming. Everyday when he gets up and goes to work he knows he is going to blindside you and bring you to the end of yourself. He knows the drill. There is no element of surprise for him. However, by Act III he is always defeated and you find a way to overcome the fear he placed in you. So, I guess it evens out. You are pushed to the end of your rope, but he always looses in the end.
And TiVo has not helped your anxiety at all. Now you never know how many times you may have to ride the same roller coaster. Some dumb, California blonde named Kimberly may want to watch the same episode of "America's Next Top Model"(c) over and over and over and if you are the protagonist the producers picked for that episode you will have to go through the diva drama as many times as Kimberly wants.
You poor protagonist.
Yet, you are a celebrity. People all over the world cheer for you as you overcome obstacles when the odds are against you. For centuries families have been going to the movie theaters or gathering around the television to watch your epic struggle and rejoice as you defy the evil in your world.
So, thank you protagonist! Thank you for inspiring us to believe that the "Good Guy" does always win! Thank you for being willing to go through all that pain and stress just so our viewing expectations can be fulfilled!
We salute you!
Tuesday, January 29, 2008
Monday, January 28, 2008
What is good?
It is impossible to start answering this question without talking about absolutes. Something being good means it is exclusive and can never contain "bad". It is inherent in the nature of the definition.
The definition of what is good must come from a source apart from human creation. Humans are, in nature, biased and unable to create a pure law untainted by their flaws. Therefore it is necessary to address the exists of an all knowing all good higher power.
If this higher power does not exist humans must derive from their culture the scale for judging what is right and wrong. And by doing this they deviate from the true definition of good -something without fault that transcends culture and time.
Of course there are exceptions. There is a difference in moral law and culturally acceptable behavior. For example, in some areas of Europe it is acceptable for young children to watch risque television, but in the U.S. parents are usually much more sensitive to sexual content. This is just a difference in cultural flavor. It does not deal with a moral absolute. A moral absolute in the context of this discussion would be, "Is it ever right to steal?"
It is impossible to start answering this question without talking about absolutes. Something being good means it is exclusive and can never contain "bad". It is inherent in the nature of the definition.
The definition of what is good must come from a source apart from human creation. Humans are, in nature, biased and unable to create a pure law untainted by their flaws. Therefore it is necessary to address the exists of an all knowing all good higher power.
If this higher power does not exist humans must derive from their culture the scale for judging what is right and wrong. And by doing this they deviate from the true definition of good -something without fault that transcends culture and time.
Of course there are exceptions. There is a difference in moral law and culturally acceptable behavior. For example, in some areas of Europe it is acceptable for young children to watch risque television, but in the U.S. parents are usually much more sensitive to sexual content. This is just a difference in cultural flavor. It does not deal with a moral absolute. A moral absolute in the context of this discussion would be, "Is it ever right to steal?"
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