Padd Solutions

We live in a world filled with clutter and constant bombardment from ads. I think most consumers ignore these ads unless are somehow engaged or entertained from them. Whenever a marketer loses this frame of mind with consumers, the ad simply becomes just another ad in the bunch. Creating ads that are able to differentiate themselves from the clutter is easier said than done however. To cope with the clutter, marketers have begun to rethink the way they make ads. As many consumers largely ignore commercials and ads today, marketers have found they can break the clutter by finding opportunities to integrate their products into the entertainment the consumers are enjoying already. By effectively creating ads that seem more like entertainment then ad themselves, they can effectively reach out to their consumers. The concepts of traditional media advertising has changed dramatically in the past decade. Instead of focusing on information and products, marketers have instead shifted to creating ads which focus on culture and emotional connections with consumers. By creating these deeply rooted connections with consumers, effective branding is generated where loyalty stretches beyond just reason. Branding makes consumers feel like they belong and share a deeper connection with a product and belong to a culture of other like minded individuals. When encountering these same products at the store we instinctively purchase them in hopes that we can somehow capture these same emotions we felt in the ad. Examples of well branded companies today include Apple, Tide, Chevrolet, Honda, Red Bull, Nike and Harley Davidson.

PBS: The Persuaders