If there was one, central question that marketing continually tries to answer, it’s, “why do consumers like the things they like?” What makes consumers pick one brand over another, even if the product is basically the same? There simply isn’t one easy answer; successful marketing will always evolve with the times. Still, we do know that creativity is the cornerstone of successful product branding. To examine this in the modern world, let’s take a look at some recent successful creative branding strategies.
When products fail, or simply are not as competitive as something else on the market, companies often have to look into product reinvention. Reinvention offers a company the perfect opportunity to be creative, from a different perspective. A recent demonstration of creativity in product reinvention can be seen in the Windows 8 Phone. Microsoft had long been struggling in the cellphone market due to the huge success of the aesthetically pleasing iPhone, and the customizability of Android phones. They simply had nothing innovative on the market, and because of that they were not competitive.
To get back in the game, Microsoft released the Windows 8 Phone. The Windows 8 Phone demonstrates product creativity in that it showcases an entirely new design. Instead of the standard cell phone menu, it features a dynamic and colorful home screen which the user can customize with the apps and features they use the most. It was designed to work hand-in-hand with the release of Windows 8.
Certainly, Microsoft is still facing an uphill battle against the popular iPhone. Despite this the introduction of the innovative Windows 8 Phone demonstrates how creativity in product reinvention can put your company back on the map, it’s just a matter of how consumers respond to the innovation.
There’s a reason movies and TV shows do so well across the world. Humans love stories, especially those of which they can relate to and understand. So it comes as no surprise that advertisements and marketing campaigns do better when they engage the audience with a story.
Still, telling stories through advertising isn’t easy, and it definitely requires a significant amount of creativity for a campaign to come across as successful, rather than gimmicky or forced. Successful campaigns often involve a number of different commercials–which can stand alone individually–but also tell a story when grouper together.
A perfect example of this is the Budweiser Clydesdale commercials which have aired during the Super Bowl over the last few decades. Each commercial has been a little different, but they all tell a memorable or humorous story about real animals. These commercials exploit the emotional reaction that people express in reacting to things involving animals. These commercials are so successful because each one creates a story, bringing together people, clydesdales, sports, and even beer.
These are just two ways companies have integrated creativity into their branding and marketing strategies. There are thousands of other examples, from businesses of all shapes and sizes. The important thing to remember here is creativity is key: quality advertisements that tell a story, while subliminally conveying a sales pitch, will always shine through.
Nick Rojas is a journalist and business consultant based in Los Angeles, CA. and Chicago, IL. He is a passionate writer, and his work often discusses social media, globalization, and small business. You can follow him on Twitter (@NickARojas), where he discusses his passions.