June 30th, 2017
How advertising can save your relationships.
By Brokaw Account Director, Jayme Kostelnik
How’s that for a clickbait subject line?
As someone who celebrated a wedding anniversary this week, I’ve spent time reflecting on what keeps my marriage going strong. It occurred to me that relationships succeed for some of the same reasons great advertising does.
1. There’s value in simplicity.
This goes for both ideas and language – like this reminder in our office:
Don’t unnecessarily complicate your conversations. Remember, your “somebody” doesn’t have the background knowledge you do, but they probably don’t need all of it to understand the point you’re trying to make. Getting mired in the details could impact the power of your opinion.
Simplicity rules in cooking, too – like with IKEA’s new easy recipe series, including idiot-proof “Cook this page” parchment recipe posters that go straight into the oven after lining up your ingredients.
2. Sprinkle in the unexpected.
Sure, routines show consistency. And consistency breeds confidence and results. But there are certainly moments when, with some extra effort and brainpower, you can zig when you’re expected to zag. Case in point: This new pre-roll from Cayman Jack. While you’re likely familiar with the extreme popularity of Buzzfeed’s “Tasty” video series (the ones with step-by-step recipe content), you can’t help but smile at the clever U-turn this video provides.
3. Don’t forget why you fell for each other in the first place.
What you represent, as a person or a brand, matters. When you met your “someone,” you had a life filled with Tuesday book club and Saturdays at the Cleveland Flea. Your chosen lifestyle added to your appeal. So keep it up! Don’t lose that independence because it’s what you’re probably passionate about and, quite possibly, what makes you a more interesting mate. Likewise, amid an evolving media landscape and changing economic pressures, brands must remember why they matter to customers and what matters most to them. This authenticity conversation is not going away. And it shouldn’t. So, if you’re in the market to polish up what your brand stands for, let us know. We promise to dish out more advertising advice than the relationship kind.
Have a well-connected weekend, everybody!
-Your friends at Brokaw.