Super Bowl broadcasters and advertisers love stories. The broadcasters love Cinderella teams and bench players who come through at a critical moment to help their team win the big game. Marketers and advertisers spend big bucks on Super Bowl ads due to their high visibility and massive reach. And the most effective of these ads reach out and grabs viewers' attention by building a story around their brand. Competing with viewing parties, food, drink, and the call of nature, these high-priced media buys try to win our hearts and our pocketbooks in 30 seconds or less.
Over its 45-year history, the Super Bowl has acted as a wonderful branding platform. Apple cemented the brand image of the new Macintosh computer with its groundbreaking 1984 Super Bowl ad.
The one thing these memorable advertisements had in common was that they all used a story to create viewer involvement and convey a strong brand image. For Apple, the image was as a brave innovator, for Coke, it was as a brand with an emotional connection, and for Snickers, it was as an enabler of energetic fun.
5 Ways to Build Brands With Stories
Stories are at the core of strong branding because they help break through message overload and grab our attention. In large part this is attributable to the story-telling factors that we've listened to since we were children. Here are five story-related elements that are critical to brands.
5 Ways to Keep Your Brand's Story Alive
To build your brand and its story once you've made the investment in a Super Bowl ad, here are five options to consider. To be most effective, it's useful to use multiple platforms to reinforce your brand message.
6 Story-Related Brand Metrics
As with any advertising strategy, it's critical to measure your results. One of the advantages of the major media spend involved is that Super Bowl ads attract a lot of interest in terms of post-game viewing online and in the media. That said, you must determine your metrics as part of building your strategy and ensure that they track your progress. Here are six metrics to consider.
A Super Bowl ad provides an impressive platform from which to create and build your brand. Stories are an integral component of this process. Stories can be useful for positioning your product since they enhance its presence and provide emotional attachment and consistency.
How do you feel about using stories to build brands? Please include your ideas and suggestions in the comment section below.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
December 12, 2013
1:00pm ET / 10:00am PT