MK 354 Spring 2010

February 1, 2010

Duracell – Trusted Everywhere

Filed under: blog #1 — Tags: — jlptzld @ 1:55 pm

People do not typically devote a great deal of their time to thinking about batteries. The low battery signal on a cell phone or digital camera is often met with minor irritation and semiconscious plans for renewing the power source, but unless a battery loses its ability to power a device it is scarcely thought of. Even when consumers find themselves in need of a new power source, batteries are a commodity—after all a battery is just a battery, right?

Given the characteristically low-involvement in this product category, as well as the ever present challenge of breaking through the media clutter, Duracell faces the common, yet challenging, task of gaining consumer loyalty. In order to promote the brand, the makers of Duracell have developed the “Trusted Everywhere” campaign. These commercials highlight real world situations where a battery is more than a few digital files, but is often a defining difference between life and death.

The Trusted Everywhere campaign is an example of the “simple” concept discussed by Chip Heath and Dan Heath in their book Made to Stick. Duracell developed a campaign that was simple without overly simplifying the brand’s message. Duracell’s top priority, being a reliable and trustworthy power source, is clearly and effectively communicated through the Trusted Everywhere campaign. Additionally, this “simple” message is given a layer of complexity with the larger than life scenarios Duracell illustrates in its commercials. The implications are clear enough, if Duracell can be trusted to help firefighters safely navigate through a burning building then Duracell can be trusted as your power source in everyday life.

January 29, 2010

Just Do It (But Keep It Simple).

Filed under: blog #1 — Tags: , , , , , — Zach Cole @ 2:14 pm

Just do it. Three simple words that need no introduction. Nike’s slogan embodies determination, motivation, and success. Nike is positioned in the mind of consumers as the leader in athletics, with products that will make consumers run faster, jump higher, and perform better. Of course these are aspirational benefits, but Nike wants its consumers to believe that with its products, they can just do it. Nike wants to motivate its consumers.

Nike’s slogan works as much more than a catchy marketing tool to draw in consumers. It stands at the core of their brand. Nike has been, and forever will be about success, achievement, and just doing it. With three short words, Nike sends a compact message that defines the brand’s purpose – motivating athletes to succeed. Compactness makes core messages easy to understand, and most importantly, compactness makes core messages sticky. Everyone remembers “Just Do It.”

However, a compact slogan is not enough. That’s why Nike ensures that every one of its communication points relates back to its core idea of motivation. Nike recently ran an outdoor ad campaign, in which a gigantic white billboard read, “Yesterday you said tomorrow.” The campaign itself is blatantly simple – black text on a white background. However, it is sticky as well. The text implies that the reader must get motivated to be active, or as Nike might say, to just do it. In four simple words, the billboard ties back into Nike’s slogan, perfectly fitting the core message of motivation.

By having all of its communication points work within the core compact idea of Nike’s brand identity, Nike avoids burying the lead. In other words, the core message is always placed first. Therefore the core message will always be the first message relayed to the consumer, which in marketing is the most important step.

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