The Power of Message and Brand Personality in Maximizing Memorability
The message in marketing communications is crucial to convey brand personality and maximize memorability of the advertisement and the product. When creating marketing campaigns, it's essential to keep in mind that the message should align with the brand's personality and values. This helps to establish trust and credibility with the target audience and make a lasting impression on them. A brand's personality is essentially its human-like characteristics, and it helps to create an emotional connection with the consumer.
There is plenty of data to support the importance of the message in marketing communications in conveying brand personality and maximizing memorability of the advertisement and the product. A study conducted by the Marketing Science Institute found that when consumers had a strong emotional connection with a brand, they were more likely to be loyal to the brand and make repeat purchases. The study also found that brands with a consistent and clear personality were more likely to establish an emotional connection with consumers.
The advertising campaigns that create an emotional connection with consumers are more effective in growing the brand compared to campaigns that focus solely on product benefits. Ads that elicit an emotional response produce a much higher return on investment than ads that are simply informative.
In terms of memorability, a study by Advertising Research found that the most creative and unique ads were more likely to be remembered by consumers. The study found that ads that used humor, storytelling, or incorporated current events had a higher recall rate compared to more direct and informative ads. A consistent message across all platforms and channels can significantly increase brand recall.
One example of a food brand that has achieved better results by improving their message in their ads is Coca-Cola. The brand has been known for its iconic "Open Happiness" campaign that ran for several years. The campaign was designed to promote the idea that Coca-Cola is a simple pleasure that brings people together and creates happy moments. The campaign was a success because it aligned with the brand's personality of being fun and refreshing, and it created an emotional connection with consumers by emphasizing the idea of happiness. The company used a variety of channels to promote the campaign, including television, print, outdoor, and digital advertising. They also used a consistent message across all channels, which helped to reinforce the idea of happiness and increase brand recall. The campaign was very effective in increasing brand loyalty and driving sales, as it was able to create a strong emotional connection with consumers.
To sum up, the significance of the message in marketing communications cannot be overstated. It is a critical factor in communicating brand personality and ensuring the ad and product are highly memorable. When brands align their message with their personality and values, and use a creative and coherent approach, they are more likely to leave a lasting impression on consumers. Coca-Cola is a notable illustration of this strategy, having effectively aligned their marketing message with their brand's personality and values, and consistently implementing it across all channels to drive sales, increase brand loyalty, and make a lasting impact on consumers.
