Yesterday I watched a story about a controversial national advertising campaign on a local news show. The reporter said that all advertising today has to be edgy or funny to get noticed. Huh? I thought, "here we go again." First of all not all brands need to develop a national advertising campaign to build their brand, and if the decision is made to do so, the campaign does not have to be edgy or funny.
I think a daily dose of humor is good for the sole, even for an organization. But too often those in charge of creating advertising think that it has to have an edge. Why, to win an award? If the purpose or guiding principles of the brand is edgy then by all means the advertising and all other forms of communication should probably have an edge. It would be considered authentic to do so. On the other hand if the brand essence is not about being edgy, then why would communications and marketing be edgy?
Executing a brand platform does not need to be limited to advertising. Social media is a wonderful way of building brand community. These and other means can effectively recruit and retain brand champions, and create awareness. Most people find advertising to be one of the least trusted ways of communicating. So be careful that you do not tip the boat by relying too much on advertising, and if your brand is not edgy, do not go there. You might send a lot of money to dilute your brand.
Now we have a great walkway that goes to the beach and to the canals that came from the partnership of community with government
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It would be considered authentic to do so. On the other hand if the brand essence is not about being edgy, then why would communications and marketing be edgy?
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