The proof is at the cash register.
If you watched a sporting event on television sometime over the past couple of years, you probably saw a commercial for Bud Light in their “Drinkability” campaign. In it, the brewer made a case that Bud Light had a straightforward, rational benefit – it was more ‘drinkable’ than other light beers.
This was a radical deviation from what has been an overwhelmingly successful run for Bud Light, from not even being in the category to leading the category in a few short years. And they did it through massive powers of distribution, and advertising aimed squarely at the young male consumer’s funny bone. No need to establish need. Humorous outreach from product to purchaser. Emotional connection made. Product sold.
Then came ‘Drinkability.’ An extremely well-researched, tangible, rational, real live difference between Bud Light and the other guys. That should make the suds flow and the cash register ring.
Hold it. According to Advertising Age, in 2009, shipments of Bud Light fell 2.5%, the first-ever negative sales year for the country’s number one brewer, Anheuser-Busch. First ever!
Read the article and you’ll find a fair amount of finger pointing and ducking for cover going on. But the point is, when Anheuser-Busch gave their customer a real, tangible reason to try the product, they sold less beer than when they made an emotional connection through their advertising so the customer just felt good about trying the product.
Remember, there are lots of reasons to try, or even buy a product or service – like senior living, for example. But when it comes to a prospect actually saying ‘yes’ – to actually remembering to be energized enough to take some action – the emotional outsells the rational every time.
Ahh, the power of brand. A lesson to be learned for all of us is that Anheuser-Busch deviated from their brand message and paid the price. Our brands are the personality of our products and exude the emotional connection that promotes a purchase.
You’re absolutely right, Deb. In fact, if your communication doesn’t have personality, a distinct and consistent personality, you’re missing one of the key elements of having a brand. Personality. Emotional connection. They’re at the heart of a customer saying “I’m interested in you. I identify with you.” Without that, it’s pretty tough to get an appointment or make a sale.
Branding is an art and a science.