Fergus Hay, CEO and Partner at Leagas Delaney, is awaiting the flurry of festive ads with a feeling of trepidation at their lack of long-term branding. Here, he argues that brands need to build for more than just Christmas.
Brace yourselves, the Christmas ads are coming. A flurry of brands will, any minute now, be seeking to gain unfair advantage over their competitors, tug at our heartstrings, win a shiny award and maybe even secure a hit β1 single along the way.
For every John Lewis, there are scores of brands trying to imitate them, but failing to make a commercial impact, and becoming utterly forgettable.
Yet, how many truly cut through the ad noise and succeed in doing this? Each Christmas we see articles listing the top 10 best festive ads that year, but how many can you recall? And how many can we in the industry agree build value over time?
John Lewis is often credited with βwinningβ Christmas. Its highly polished use of emotional storytelling never fails to capture the nationβs mood. But for every John Lewis, there are scores of brands trying to imitate them, but failing to make a commercial impact, and becoming utterly forgettable.
Yet, out of John Lewisβ amazing Christmas adverts β considered best-in-class β how many can you remember from the last decade? Two or three, I imagine, despite their brilliance. Five at a push. Now imagine how many it would be for the humble consumer, who doesnβt share our level of industry navel-gazing.
Are those captured imaginations coming at the cost of long-term brand building?
And thatβs because, even though the season has grown to become almost three months long, itβs essentially hooked to a single day or moment, like a behemoth Super Bowl ad.
The campaigns are fragmentary by nature, and space is limited. The message is often βbuy X to make someone feel Y this Christmasβ. And whilst Christmas is a cash cow for retailers β indeed for John Lewis it amounts to approximately a fifth of annual sales β thereβs a risk that at this time of year brands overlook their value to customers all year round.
We need more creative ideas that plant as seeds, grow over time, resonate with consumers and therefore actually help change a business.
The same is true for many momentary, transient brand campaigns that mirror cultural events, trends and sentiments. Nike was excellent to back Colin Kaepernick, whilst also credibly building on an existing brand platform and a 50-year-old brand narrative that has built significant shareholder value. Badly done, the core messages can go stale overnight, despite capturing consumersβ imaginations. And are those captured imaginations coming at the cost of long-term brand building?
As the number of messages consumers are exposed to grows on a daily basis, itβs increasingly hard to gain the necessary cut-through; the human brain only has finite capacity. So, whilst flash-in-the-pan creative ideas have their place, we need more creative ideas that plant as seeds, grow over time, resonate with consumers and therefore actually help change a business. These are the evergreen ideas that consumers can still recall when others have withered with the change of season.
And they donβt need to be generic to go the distance either. Look at Spotifyβs recent Listen Like You Used To campaign, which is simultaneously drawing attention to the fact they have a vast catalogue of songs youβve probably lost the CDs for, whilst also leaving room for consumers to imagine what their old favourite songs actually are. Itβs personal, and crucially it has longevity as an idea.
For Patek, the heritage and success of both the brand and the message gives its individual campaigns an authenticity that a challenger brand may struggle to convey.
Equally the Snickers Youβre Not You When Youβre Hungry campaign has been running since 2010 and keeps being refreshed for new audiences, in impressively varied forms. Itβs memorable, it focuses on a key benefit of the product, and some of them have been very funny.
At the other end of the market is Patek Phillippe with its Generations campaigns, which have run for the last two decades. βYou never actually own a Patek Phillippe, you merely look after it for the next generationβ has provided the framework for some beautiful work over the years, growing the brand from niche artisanship, to become βthe most desired luxury watch brandβ, as voted by Wealth-X, all focussed on the importance of family itself and how a Patek can also come to hold a special place in a household.
Patek Phillipeβs recent iterations, with its launch of the latest watch for women coupled with last monthβs Generations campaign, were evidence of a long-term consistency as a value-creating platform. Both used that memorable tagline to showcase the lighter, more personal relationship that modern fathers have with their children. For Patek, the heritage and success of both the brand and the message gives its individual campaigns an authenticity that a challenger brand may struggle to convey.
Successful brands are for life, not just for Christmas.
Of course, that shouldnβt stop newer brands setting out the stall with a long-term brand vision in mind. Thereβs a growing opportunity to support the burgeoning number of hyper-growth brands to reach scale, and we know that unfair advantage is often won from consumers by being trusted and familiar. So, even for start-ups, that long-term thinking that engenders trust and familiarity needs to start somewhere, so why not now?
Even for start-upsβ¦ long-term thinking that engenders trust and familiarity needs to start somewhere, so why not now? Ultimately, if ideas are to change businesses, thereβs no quick-fix or silver bullet, and getting a million βlikesβ means nothing if it leads to zero sales.
So, Iβll look forward to seeing the imminent onslaught of jingles this festive season, but I will be reminding myself that successful brands are for life, not just for Christmas.
Published November 2019
Original link: https://www.shots.net/news/view/why-one-off-christmas-commercials-are-not-always-crackers