Captivating Ad about Working Women rivals Dove’s “Real Beauty”

pantene.jpg.CROP.promo-mediumlargeA new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”.  The ad takes on the stereotyping labels that women face in the work place.

I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving.  doveThe creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”.  I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind.  It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe.  But in the words of Marianne Williamson:  “Your playing small does not serve the world.”

This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight.  It’s less about “inner” beauty and more about the “outer” stereotypes.

As a husband to a very successful career woman, I love this.  And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.  

“Be Strong and Shine”

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You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

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5 Great Ads Based on a Unique Consumer Insight

Slide1What is an Insight?

Insight is not something that consumers ever knew before.  That would be knowledge not insight.  It’s not data or fact about your brand that you want to tell.  Oddly enough, Insight is something that everyone already knows. Insight comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only who felt like that”.  That’s why we laugh when see the way that insight is projected with humor, why we get goose bumps when insight is projected with inspiration and why we cry when the insight comes alive through real-life drama.

Dove “Real Beauty”

We know that the women we see up on the runway are size 2,  103 pounds and likely 17.  We know the movie stars have had plastic surgery.   We know that print ads, even with the most beautiful women, have been photo-shopped.  There are real problems in our current society with anorexia  anxiety and depression about appearance.   Dove’s insight of “Women in all shapes, sizes, look are still beautiful.  Let’s stop idolizing the fake and start living in the real world.  Let’s be happy with what we look like”.    Women connected with this insight because they already felt that way, but were just glad someone was finally saying it.

Benylin “Take a Benylin Day”

Can you ever imagine a cough medicine telling their consumers to take a day off?   This one is one of mine, so I know it well.   Let me share the science of cough medicine.   A cold lasts 7 days WITHOUT cough medicine.   And a cold lasts 7 days WITH a cough medicine.  The big drug companies fear you’ll ever find that out.  But in reality, the real role of the cough medicine  is not to cure you but to comfort you.  The insight here is that “having a cold really sucks, trying to fight through it and get to work really sucks, I know in the back of my mind I should call in sick and get better”.   Benylin captured consumers who already knew this insight and were happy that someone was giving them permission to take a day off and rest.

Ikea “It’s just a lamp”

It’s a gutsy move by Ikea to admit that their furniture is disposable.  But in reality, Ikea has loyal fans that keep coming back to the store.   This Lamp ad captures consumers who connect to the insight about “whey hang onto this old lamp, it’s crazy, just get this year’s better model”.

 

Stella Artois “Home from the War”

Stella is a premium beer, not for all occasions.  It’s worth savouring, not wasting on the every day moments.  Here is a son returning from war, his dad is so relieved to see him and the obvious moment is to give him a Stella to celebrate his return.  But, the dad views Stella was such a high regard that he still won’t “waste” the Stella on the man who saved his son.

 

Nike “Find Your Greatness”

There is a fat kid in all of us.   This ad was aired during the Olympics when the best of the best are celebrated and those who come 4th are chastised.  Working out is good for all of us, no matter what your own personal goals are.  We don’t have to push to win a gold medal to be motivated to get out there and run.

 

If you are in the mood to see other great advertising, here’s a few other stories:

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Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

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About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

REJECT OK, because OK is the enemy of Greatness

Do you remember how you felt when you first landed your first marketing role?  You likely went into marketing because you loved the strategy and the creativity that you saw the great marketers had done.  Beloved Brands like Apple, Nike, Dove, Disney and Starbucks likely  inspired you to get into this role.  Unlike other occupations, you were drawn to it, and you wanted to bring an energy level to make a difference.  It likely was hard to get that first marketing job–so many people wanted to get in.  And you were so excited on that first day when you walked into the office and found your cubicle.

Your first few months on the job had you crashing and banging into everything.  Every day, you heard “you can’t do that” or “we don’t do that here” which started to suck the life and energy out of you.  And once you stopped doing those things, you noticed that your performance reviews went so much better.  Then you got promoted and made it to a Brand Leader role.  Congratulations.  But now you have to make a choice: do you cave to corporate world and become the boring marketer that does OK work?  Or do you try to reach back to those feelings you had when you entered marketing and find the way to bring it back into the mix with the more sophisticated knowledgeable marketer that you’ve now become?

Explaining what a Marketer does to non-Marketers is odd because we don’t really do anything.  We don’t make the product, we don’t make the ads or public relations and we don’t even sell it.  Yet the Brand Leader is held responsible for sales, share and profits.  And they should be.  While we don’t do anything, we do have a say in everything that goes on about the brand and we sit in the seat that can inspire everyone around you, or it can be the one that inhibits creativity and suck the life out of everyone around you.  As you sit in the Brand Leader role, the worst thing you can ever do is say “Yes” to OK ideas.  If you’ve ever said “Yes” to an OK idea, you know that you lost a bit of who you wanted to be.

My challenge to you is to REJECT OK, because OK is the enemy of greatness.

Saying “Yes” to OK is even more demoralizing than saying “we don’t do that here”.

Brands move along a Brand Love Curve, moving from Indifferent to Like It to Love It and onto becoming a Beloved Brand.  Most brands find themselves stuck at the Like It stage–where they deliver adequate sales and share.  Marketers of Like It brands fear losing those sales, so they opt for the status quo filled with OK ideas.  The problem with status quo in today’s competitive environment is that you are likely falling back to Indifferent and you just don’t realize it.  But it should make sense, because if you’re indifferent about your work, then why wouldn’t your brand end up there.

If you don’t love the work you do, then how do you expect the consumer to love your brand?

Rejecting OK work is not easy, especially if you have a reputation for playing it safe and approving OK.   It is always tempting to look at all the work that’s been presented to you and figure out which one is the best.  So you pick the 6 out of 10, and make some recommendations that might it up to a 6.5.

Because you don’t really do any of the work, not only do you need to REJECT OK, but you have to inspire the greatness to come from others.

Execution does matter.  While we want great execution against great strategy, I’d say that great execution against an OK strategy is better off than OK execution against a great strategy.  In today’s crowded marketing world, where consumers see 6,000 ads a day, standing out is more important than it ever has been.

If you are up for the change, you should start at the beginning of the process.  Sit with your lead account person and lay out your deepest thoughts on how you want your passion for the work to come shining through.  Find the language that translates your passion accurately at the outset and then be consistent to that passion throughout.  Here’s what I have said in the past:  “I know we need an Ad that delivers the strategy, sells more product and drives share.  But I also need an Ad that I love, that I’m proud of and something I can hold up and say I DID THIS”.   I always felt “I have to love it” is the highest bar you can set.  It also gives you the out by saying “I just don’t love it”.  Tell your account person, you are building in extra time in the process just so we can see if we can really push to get to great.

But saying is one thing, doing is another.  Be consistent at every stage because people follow how you say it as much as what you say.  Write an inspiring brief that is open on creativity, and isn’t filled with support points or mandatory requirements.  Ask to meet the creative people before the first creative meeting so you can talk about your expectations that you want to create work we all love.  At the creative meeting, you need to stay open, positive and push for different because that is usually where greatness lays.  Follow your instincts first. Absorb the work in the same way your consumer might.   Reach for words that describe your instincts and how you feel about the work.  Stay open and inspiring.  Do not get into all the details or the changes you want–save those for a post meeting email.    Talk only about the work you love–don’t even talk about the ones you don’t like.  You want your positive energy to come through.

It’s one thing to inspire but it’s another thing to actually go for it.    I find it strange that Brand Leaders always push for a strategic point of difference no matter how small–but when it comes to execution many of us fear sticking our neck out and looking different.  When it comes down to making the choice, you need to show everyone how serious you are by taking a chance on greatness and not just picking the safe options.  You have to be wiling to fight for it, because you can imagine that there will be push back.  This is your opportunity to shine, your opportunity to inspire everyone on your team and your opportunity to push for true greatness for your brand.   And you’ll bring back those feelings of excitement that you had the day you decided to get into marketing.

You can only Reject OK, if you are willing to inspire greatness.

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I run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:  Brand Leadership Learning Center

 

 

 

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About Graham Robertson: I’m a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge. My promise to you is that I will get your brand and your team in a better position for future growth.  To read more about Beloved Brands Inc., visit http://beloved-brands.com/inc/   or visit my Slideshare site at http://www.slideshare.net/GrahamRobertson/presentations where you can find numerous presentations on How to be a Great Brand Leader.  Feel free to add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1  or on follow me on Twitter at @GrayRobertson1 or join us on Facebook at http://www.facebook.com/BrandLeadership