The previous post on "Marketing the Brand - You" dwelled on the art of persuasion. The exploits of which, are aplenty, in the field of advertising and politics. A natural progression would be to identify these tactics at play and set your grey cells ticking, recalling brands and campaigns. Interestingly, as you begin to recall campaigns, it may strike you, that a majority of marketing campaigns lead with a primary tactic, but have an interplay of the others woven-in seamlessly into, stories of persuasion, they tell.
- Associations: forge a connect, arouse an emotion. Example Coke-Open Happiness. Nike- victory. The arsenal is well equipped with:
- Beautiful People: Before and after, a la fitness / fairness cream ad- the I could be like that feeling. A word of caution this can translate into an Oh I am so ugly moment too. Which is why read beauty magazine's sparingly- they only make you feel ugly- Baz Luhrman
- Transfer to a warm and fuzzy place : the aww moment, use of children, puppies, friendship, elderly, vacations and good times (Kingfisher)
- Symbolism: Broom :: cleaning corruption for Aam Admi Party, Cars to sexy women being wooed.
- Nostalgia: simplicity which = higher quality; evoke memories of childhood, India's partition- Google-Reunion Ad. Think Pilsbury Chakki fresh atta.
- Status- Snob value: discerning people drink Bailey's. Usually associated with Luxury marketing.
- Patriotism: Buy American, Dress Indian, Drive German. Example: nationalized banks, Incredible India
- Brand name: Umbrella branding- P&G, Unilever, HUL. Endorsed brands- Polo by Ralph Lauren.
- Bandwagon: Join us: everyone is doing it! Don’t get left out. Example Blackberry boys and every social networking platform-Facebook, YouTube, Twitter, Instagram.
