While interning as part of Bravo’s Campaign Creation Group, I have found myself making connections to AMC’s “Mad Men,” my former favorite TV series to binge watch on Netflix. I must admit, the question has crossed my mind quite a few times: Would the fictional character Don Draper make a good creative director in 2016?
Campbell’s soup might still be “mmm mmm good,” but I’ve learned that when you’re trying to market a brand in today’s world, nostalgia only goes so far and you need a lot more than a catchy slogan. Marketing has been forced to adapt to the modern consumer, a tech-savvy, no-nonsense kind of person who knows exactly what he or she wants.
In fact, during a Bravo lunch and learn, we watched a documentary film that suggests reasons the old methods are failing. “The Naked Brand” is premised on the idea that “if corporations bared all, the world would be a better place.” The bottom line: If your company is constantly saying “uh-oh, Spaghetti-O,” it’s only a matter of time until it’s too late.
Transparency, as a strategy for attracting people to your brand, is a new and borderline revolutionary concept. Imagine if Draper had pitched the idea to a prized client, Lucky Strike, that it should just come out and say its tobacco products kill people. It’s just a hunch, but I think he would have been fired.
However, many retailers are taking this road. And what’s more? They are succeeding at it. In the film, Patagonia is highlighted for its commitment to environmental and social responsibility. The company’s Footprint Chronicles is a prime example of the rewarding nature of openly sharing your global supply chain because it helped build a trusted relationship between the company and the public.
On a similar note, Global Trade Magazine recently identified a list of 11 questions for multinational manufacturers to ask themselves to assess the health of their global supply chains. Regular checks are recommended. As Gary M. Barraco, director of global product marketing at Amber Road, said, “Waiting too long between checkups can result in costly and complex complications that hinder an organization’s ability to meet customer expectations around the globe.”
Keeping yourself accountable is serious business. The feature film of that lunch and learn opened Bravo Group up to an important dialogue as it relates to the work done here, even if our game is advocacy and public relations instead of consumer products. The moral of the story is, you’ll reap benefits from telling the truth.
Nonetheless, it is fun to enjoy the well-crafted advertising campaigns of our favorite brands, even if they tell a little white lie. If you’ve ever wondered what advertisements tug at the heartstrings of Bravo’s CCG, read on.
Jerry King Musser
“Late ’50s VW Beetle Ad, ‘Think small.’”
“It’s State Farm’s TV spot ‘Never.’ I like it because it resonates with me so well (except I have two kids and am just now in the market for a minivan). Let’s face it, insurance can be super boring, so plugging into someone’s emotions or being completely irreverent (e.g. Progressive) is a good way to go.”
“Jimmy Choo Man featuring Kit Harrington. I like looking at the ad, and whatever he’s selling, I’m buying. Also, my husband needs a new cologne.”
“It’s kind of cheesy, but a 2013 Super Bowl ad really resonates for some reason: ‘Ram – God Made a Farmer.’ I think it’s a great narrative (lifted from an old speech) paired with striking visuals. They were talking to a specific audience, and they really nailed it. Its simplicity made it stand out among the ‘noise’ of the other commercials.”
Giovanna Ortiz | Harrisburg Writing Intern