Filed under: advertising | Tags: ad, advertising, Big Pharma, brand manager, brands, business week, client, creative, marketing
Every brand manager, marketing director, CMO, account person and creative wants to know - what makes the perfect ad? Is it the headline or the visual? What about that brilliant logo? Maybe it’s the call-to-action or the tagline that keeps them coming back for more? Or that one design element that caused you to stop in your tracks and stand at attention?
Whatever it may be, the folks at Business Week (Steve McKee) have created a simple list to tell you what it shouldn’t be:
1. Boring. Yep, boring. Why do we watch TV, listen to the radio, read the newspaper, or go online? Three reasons: information, entertainment, and engagement. Ads that fail to offer at least two of these three benefits flop.
2. Boorish. You shouldn’t think of your advertising as being about your brand, you should think of it as an extension of your brand (see “A Practical Guide to Branding”). If it’s loud, annoying, insulting, offensive, or self-centered, people will think the same of your products or services (see “The Cocktail Party Test for Advertising”).
3. Safe. If you worry too much about offending someone, you’re likely to not attract anyone.
4. Trying to do too much. The best an ad can do is communicate one single, compelling idea, and in the age of the Internet—when people know they can go online to get all the additional information they need—it’s crazy to ask an ad to do more than that.
5. Fixing a non-advertising problem. A common mistake many companies make is trying to use advertising to fix another problem. It may be faulty or outdated product design, an uncompetitive cost structure, customer service letdowns, or any number of other things. It’s not as if they do so intentionally; it’s just that it’s a whole lot easier to put on a new coat of paint than it is to fix the foundation that’s causing the drywall to crack.
Read Steve’s full list here.
Filed under: mobile | Tags: Apps, creative, google, h1n1, influenza a, interactive, iPhone, mobile, sanofi-aventis, smartphone, swine flu, twitter
With news that Sanofi-Aventis has submitted a supplemental application with the FDA to get a license for its influenza A (H1N1) monovalent vaccine, it’s the perfect time to revisit what other apps (smartphone) have been submitted for review for help against the H1N1 virus.
Back in April, the swine flu craze was taking the world by storm, and useful applications and interactive tools were being introduced on a daily basis to make sure that the world was kept in a state of calm/paranoia. Although some are more useful than others, the results prove that creative and effective tools can be developed for healthcare issues in record time.
Here are some of the contenders:
Swine Flu Tracker – An iPhone app developed by IntuApps allows you to see the current Threat Level for the disease, a map showing confirmed and suspected cases, a symptoms area to inform people, and an alert page for breaking news on Swine Flu.
Swine Flu Map - An iPhone app developed by Andrea Albani displays the current spread of the H1N1 virus on a map and allows you to view global and local locations to pinpoint specific cases.
Maps and trends
Google Flu Trends – A trends tool which uses aggregated Google search data to estimate flu activity up to two weeks faster than traditional systems.
Health Map – Interactive map that tracks the latest world-wide swine flu outbreaks through the use of Google Maps.
Swine Flu Twitter Tracker – Allows you to track the latest swine flu outbreaks using real-time Tweets and Goggle Maps.
Filed under: brands | Tags: advertising, brand, breakthrough, clutter, creative, impact, impression, innovative, marketing
Especially when it’s memorable. Impact, stopping power, memorability, recall factor, name recognition, clutter-cutting, etc. You hear the buzz words all the time when trying to create that ‘it’ campaign. But how much does breakthrough creative move the needle for your brand? Toxel.com had a post during the summer about 20 brilliant creative ideas for 2008. Judge for yourself here.