On Branding

Companies know very well that products when turned into brands sell. That is why they really invest in a good and legitimate branding agency to do their ad campaigns.

One of the recent ad campaigns that made an impact on moms like me was P&G's "Thank You, Mom." It was released on Mother's Day last year and highlighted the role of a mother to her children's success in sports. This was effective because the campaign featured Olympic athletes. That ad cemented my trust in the brand even more. 

Another brand whose ad campaign made me buy their product was Reebok. In 2008, they came out with the "You Move." The ad, like that of "Thank You, Mom," featured athletes and invited consumers to watch the athlete's moves. In turn, the consumers are also encouraged to to share their moves. There is engagement and thus a community was built around that brand. I was not a Reebok user then, but after seeing that ad, I went out and get myself a Reebok. And the brand didn't disappoint. I loved my mint green Reebok as it provided a good cushion to my every step and jump. I was just too shy to share my move. :)

Branding is effective because it puts a product or brand in context with the consumers' lives. It builds awareness and appeals to the emotions, making it real and reachable. But of course, the branding for it to resonate has to be real and true, and delivers what it promises.

Which ad campaign made an impact on your buying behavior?

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