In with the New, Out with the Old

The Mad-men era of advertising is based on brand promises utilizing imagery, communications and relying on the consumer’s perception of the product or service being provided.  The Mad-Men era focuses more on the consumer experience and how the service or product is utilized by the consumer.  In comparing the Mad-Men approach and more modern campaigns, the difference is in how the consumer is encouraged to interact with the brand or in other terms, how the consumer is engaged.

No longer are consumers being asked to use a product.  Consumers are encouraged to incorporate a brand into their lifestyle.  New brands don’t entice their consumers by showing them how shiny and new their product is, or who is using their product or how much their product costs.  New brands are enticing consumers by showing them how to enhance their lives with the use of their product, how to monitor progress, how to improve productivity and even how they as a consumer compare with family and friends who are also engaged.  Imagery and communication aren’t the main tools for selling the brand as they were in the Mad-Men era, interaction and sharing are the new main tools.

Reebok would be a brand of the Mad-Men era.  With millions spent on endorsements and imagery, Reebok relied on telling the consumer why to purchase their product as a way to sell their goods.  Reebok doesn’t differentiate itself as an athletic apparel company from the others.  Nike has the name recognition and the integration in consumer lifestyles.  Unless Reebok determines a better strategy, their attempts to resurrect their brand will fall on the deaf, uninspired ears of their consumer.

Although not a sports brand, the Apple Watch has made a name for itself in fitness tracking technology.  The television commercials speak to individuals who engage in active lifestyles both traditional and non-traditional.  An exploration of how “active people” seamlessly incorporate the watch into their daily lives with communication of encouragement, competition and tracking.  Although the watch doesn’t do fantastically more than other fitness trackers, with the Apple brand solidly backing the watch’s functionality, the consumer is drawn into choosing a device which they can incorporate into their everyday lives improvement or purchase a device that will jump start the lifestyle they want to establish.

The key to continuing in the vein of new era branding is ensuring those who have purchased the product share their experiences and satisfaction with the product to others.  Word of mouth advertising has never been more powerful with the ability of things to go viral and one person having the ability to connect to millions in seconds with 140 characters.  By following the modern rules of branding the iWatch will continue to be an industry leader in fitness tracking.


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