Coke, California Cooler and so many others have succeeded with identity-based or lifestyle marketing–where a product is synonymous with a feeling or emotion. Product attributes or features are never mentioned. Freedom, independence, rugged outdoor living.
A series of very funny, highly targeted, folksy radio ads that really grab your attention! Here is how the Term Provider website introduces him… Who Is Big Lou?
Big Lou® is not a real person. He’s a fictional person used for marketing to represent an ‘every person’ idea. And, just like most of the […]
Great way to build the brand — give away unique, highly visible, branded promotional items.
Headline is a brilliant merging of humor, angst and empathy. A perfect branding ad!
No hard sell or focus on product benefits here but these Winchester use story telling to align the Winchester brand with their target audience’s ’emotional button’ perfectly. The sentences are short and the tone is conversational…
Rather than focusing on product features, this ad does an outstanding job of appealing to their customers’ emotions…
Just like Coke, Nike and Perrier ads we’ve highlighted, Harley Davidson’s ads do a great job of associating the brand with a desired lifestyle and identity, rather than focusing on product features or benefits. (As a copywriter, these can be the most challenging to write. You have to really know, think and talk like your […]