Brand is an intangible category – we may not see, hear or smell explicitly the brand’s brilliance. However, we can feel its presence. Because whenever we face a challenge which can be portrayed in the image of our favourite brand, we learn to think creatively, we learn to utilize our resources much better, we learn to say no to people who are wasting our time. Actually, we learn all this if we train ourselves to become more analytical when we are vis-à-vis with a brand instead of purely consuming its message.
You may ask yourself at this point, ‘‘How do we analyze messages of the brands? And why is that important at all?’’ You develop a Sherlock Holmes or Agatha Christie attitude; you look for different details that comprise the entire message in a brand, e.g. the car commercial – no matter if that is a video, billboard, radio jingle or an internet campaign. Then, you look for the familiarity of the details in a commercial. For example, does the brand slogan remind you of a quote from your favourite book? Does the actress in a commercial remind you of a superstar from a famous blockbuster? Does the background music make you calm? How do people in a commercial represent society relations? There is loving grandma; busy, but loving mum, the dark-haired athletic dad, several kids who are playful, but not spoiled at all.
‘‘Why does this analysis matter to us?’’, you may wonder. Because it is us who decide, not the companies. It is us consumers who vote with our wallet, with our habits, with our friends, families and neighbours (or Tribes that Seth Godin calls the emerging phenomenon of inter-connectivity of people who share same interests and may mobilize themselves). We vote where to buy, when to buy, what to buy. When we analyze brands’ messages we ask one rhetorical question and therefore answer it to ourselves, ‘‘Why do we buy this and not something else?’’
And commercials in diverse media are just one kind of interaction that brands create with consumers. Before we continue analyzing the brands, let us spice it up with the Volvo's viral wonder.
Cover Image: loop_oh