At Mass yesterday morning the priest introduced a visiting missionary. When he told us parishioners that during the homily we'd hear about the needs of an impoverished diocese in India from Father . . . , he waved his hand at the man to indicate that the visitor should fill in the blank with his name. I assumed it was something long and unpronounceable. But it was "Anthony." The priest clearly couldn't remember -- or didn't bother to find out-- the missionary's name. I was so taken aback by his lapse of manners and lack of courtesy, I paid no attention to the rite of Mass, which I normally find so beautiful. Instead, I thought only of the rudeness I had just witnessed. The upside is that, when the missionary spoke, I listened extra hard in an effort to understand his thick, rolling accent.
Sadly, when the second collection came around for the people of his diocese, I had only four dollars in my wallet to give.
The priest got my attention -- in a bad way. But his behavior caused me to pay closer attention to the missionary. Ultimately, though, I couldn't give the visitor what he really wanted -- financial assistance.
Sounding a foghorn, doing a handspring, or dying your hair rainbow colors will get a recruiter's attention at a job interview. But any one of those attention stimuli is likely to interfere with the interviewer's ability or willingness to listen to, process, or comprehend your subsequent message. Even if the message is understood, if you don't have what the recruiter wants (a degree in electrical engineering, for example), then your . . . creative approach . . . was wasted.
Not all attention is good. And even if it is good, attention isn't good enough. It's just a start.
Many advertising campaigns have contained subject matter that may be offensive to some who see it. For example, United Colors of Benetton (a clothing store) have used this tactic many times. Their advertisements showing world leaders kissing can be seen here
ReplyDelete(http://www.washingtonpost.com/lifestyle/style/benettons-controversial-kissing-ads/2011/11/17/gIQA5qxZUN_gallery.html#photo=3 )
These ads certainly get people's attention, but what do they say about Benetton's products and stores? Are they effective or just crude?
Good example! It would be interesting to analyse the sales of the firm during/after the campaign. I am not sure that after seeing one of these ads people think "Hey i will buy a United Colors of Benetton's t-shirt because I want people to think i am not a conformist person and i like unconventional ideas!"
DeleteBut what was the main goal of the company? Increase sales or make people speak about its brand and improve brand love/reputation? (of course the both are important)
Effectiveness -- that's the key!
Delete!!!!
ReplyDeleteBuilding sales = short-term objective
ReplyDeleteBuilding image = long-term objective
What image is Bennetton trying to convey?
Per the company and the submission to Cannes, it's goal was in the way of social responsibility and communications to advertise the idea of "Unhate." An article cites the ad agency spokesman stating, "Consumers also want to do good as they spend."* This seems to be a company-culture move as they are also fairly active in the discussions around fabrics and product sourcing.**
ReplyDeleteThis concept in itself is interesting because the campaign calls into question what most people define as "good." In their attempt to juxtapose two normally combative or contrasting cultures/religions/ideas, ie. the Pope kissing an Imam, they crossed many people's boundaries, terming their ideals/morals into so-inferred "hate."
At the end of the day, Benetton is a come-back brand. It has had to completely re-vamp its style and branding to appeal to the spending Millenials and Gen Text, who are recorded as having more and more spending power and influence in the primary home, despite their age. It marketed itself to these generations, which are increasingly less tied to one religion/culture/moral code. The brand sparked a conversation and brought itself not only to the forefront of the newspapers, but also won a couple of ad awards, which never harms a brand establishing its identity.
In the early stages of the brand, it was "modern." Today's version of that is "edgy." Looks like that's what they've branded themselves as.
*http://adage.com/article/special-report-cannes-2012/controversial-benetton-ad-nabs-press-grand-prix/235505/
**http://www.benettongroup.com/media-press/company-position-statements
Establishing a brand identity, which pertains to the visual symbols used by a brand, is easier than establishing an image. For example, Brand X could be the one that "always use models who look like malnourished heroin addicts." That would be visually memorable! But the goal should be to establish relationships with target consumers. Benetton has sparked not only conversation, but also controversy, throughout its history.
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