"That's a bad ad because you can see the strategy!"
Every few months this phrase turns up somewhere: in a meeting, in the trades or during a presentation. In my early years, I let it wash right over me... I remember during creative reviews people would throw out entire ideas because the strategy was too apparent. At the time, I agreed: You're right, we can't show our strategy!
If you take a look at the world at large, showing your strategy is, indeed, a bad thing. In military war rooms, at poker card tables and throughout business c-suites making your strategy obvious can be disastrous. But this is advertising. Relax. It's different.
I feel, by and large, the best campaigns show their strategy. And not only do they show it, it's full frontal. So obvious and concise you can't miss them, which is the way it's supposed to be since the ad strategy comes right out of the product benefit--the whole reason why the consumer should consider the brand. Showing the strategy makes advertising clear, concise and actionable.
The following advertisers are guilty of showing their strategies:
Avis, "We Try Harder" (we're #2 so we'll do more to earn your business)
Volkswagen, "Think Small" (small cars are better than big cars)
Apple, "Think Different" (technology for the creative soul)
Southwest Airlines, "Freedom" (low fares allow everyone to travel)
Axe, "Seduction" (the sent of Axe makes you more desirable)
Conversely, there are many brands whose strategy isn't obvious when you see their advertising: Dr. Pepper, Ford, Gateway, Circuit City, Bed Bath and Beyond.
When the strategy is buried, or just inferred, consumers walk away from the ad confused about what a brand stands for. And confusion gets in the way of the sale every time.
So go ahead, show the strategy. Consumers will appreciate it.
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