It is not without reason: brands and companies have been dragged in recent times to different scandals related to brand risks. These scandals have not only been linked to third parties (as was the case with the ads that were served on YouTube associated with videos that were not very positive in terms of reputation) but also to their own campaigns that have not turned out very well.The best example is the Pepsi campaign in the United States, which the soft drink company canceled as quickly as possible. Pepsi wanted to reach young people by showing that things ‘mattered’ to it, for which it ran a campaign that relied on youth protests and some hot topics on the American political agenda. However, the campaign went viral but in a negative way.

The very young people she UK WhatsApp Number List was trying to seduce accused her of trivializing very important issues. Pepsi had to drop the campaign and start doing damage control.And the risk that Pepsi took is not exactly a ‘new’ thing or something that could not have happened to many other companies. Campaigns have to get more and more complex, because consumers want companies to commit and show their commitment with ideas and positions. However, that commitment should be sincere and should not simply be a publicity stunt (which is not that simple). The border is very delicate and the risk is very high, because even if it is ‘done well’ there is a risk of angering a part of the population.Therefore, it is not difficult to imagine marketers developing a very high aversion to risk and positioning themselves at the opposite end of this situation.

It is not very difficult to expect them to position themselves with messages that are as secure as possible and as harmless as possible.But that, while understandable, also has its side of risk and problems. Safe ads are the ones with the highest risk of being buried in anonymity and consumers not even realizing they are there. Safe ads are also anonymous ads and therefore the most forgotten.We remember the different-the issue had already been demonstrated by a Cornell University study. In it, a group of students was exposed to a test. One of them was late and wore two different T-shirts in the two control groups. The more you were the center of attention, the more you remembered not only the student who was late but also what he was wearing.

The issue is especially important because, in the world of brands, they need to stand out above all the noise, at levels that campaign managers often forget. As you recall in an analysis from Marketing Week , often marketers take for granted that their brand attracts more interest than it actually does. Consumers will not see the ad because it is your brand or remember it for it. In fact, it is very likely that you will not even see it. According to a study that they retrieve in the analysis, only 9% of online ads achieve attention of more than one second.Therefore, there is no choice but to first get their attention and then keep it. For that, brands and companies will have to, whatever it costs them, get out of their comfort zone.

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