A couple years ago, I was working on conceptualizing a television spot for a small (but rapidly growing) brand. Many people in the room seemed to carry a pre-conceived view about the brand, often dismissing and even smirking at concepts that placed the brand in an elite light.
Jump into your time machine and concept five years into the future.
“Come on,” was a common assessment. “That’s not who they are. Be realistic.”
Rather than build up the client, there seemed to be a greater focus on bringing the brand down to earth. I suggested that we focus on what the brand aspired to be. Why? Because this is how we want our consumers to view our brand.
Aspired Advertising accepts that we as advertisers aren’t 60 Minutes. Our lot is to enhance the image. Though we should never embellish the brand beyond disbelief, we should proceed using the brand’s potential as the base.
Here are three Aspired Advertising tips that can accelerate the process:
1. Move the brand up five years. Never start at the brand’s current state, but imagine where the brand could be in five year’s time. It will have grown, right? Become stronger. More attractive. Start with tomorrow.
2. Push to be bold. Many clients are modest to a fault, hoping that consumers will organically see and accept their beautiful attributes. Instead, be brazen and bold; as bold as your audience. For they do not wish to associate with tepid brands.
3. Respect a brand’s challenges. Small brands that take on the Brand Establishment are brands deserving respect. Take up the creative sword and adopt their cause. View the battlefield through their lens. Then you will work to elevate your creative to the brand’s aspirations.
Bonus advice: If you can’t be excited for the brand, tap out. It’s okay. Find a brand that stokes your fire.