By Jeff Britton

In a previous blog post, we looked at the whole question of what makes commercials memorable.

We did it comprehensively, starting with a caveman named Og and ending with the 2014 World Cup, with nary a pause in between. The following follow-up, in which there is nary a nary, is devoted to a few commercial categories and my thoughts on notable successes.

Alcohol
Talk about a consumer’s choice of a preferred reality. Enough of this beer, and you really are the most interesting man in the world — a legend in your own mind.

Remember, admen are people too, and most of them are a lot more pleasant to be around than Og.

There are real differences between whiskey and scotch, once you’ve been trained. It is the brand value — the story — that makes up most of the difference. Like an antique owned by royalty, authentic provenance creates the best price, and it places the liquid gold on the top shelf of the consumer’s mind. How do we know advertising works? If you don’t know how scotch is made, you won’t pay that much for it.

St. Germaine is a relative newcomer to the top shelf, but it leaps forward by associating itself with most existing base spirits for the purpose of claiming that the liqueur can make all of them better. (Even the manly Manhattan can be girled up with a splash of St. Germaine.) Plus it is harvested by old French guys who pedal their bikes through the Alps to harvest the fleeting, ephemeral wonder of elderflowers to produce a limited supply of this expensive liqueur. Heads up, gentlemen. Chicks dig it.

Fashion
High-fashion advertising encourages a fear response — some of it built on power and sex. Luxury branding is a treasure hunt. Dig until you find the mother load. The fashion gold rush produces a few who strike it rich and a whole lot of wannabes. Most fashion wannabes descend into commodity when they lose their nerve or vision. Since prohibitive cost or supply is central to the best fashion brands, those brands rarely advertise to the general public. How bourgeois!

Burberry is a company that almost lost control of its brand — that is, until it returned to its roots. It took a couple of attempts.

Being commercial has negative connotations for many people, yet we all benefit from the content that is paid for by advertising.

The Peter Millar brand deserves some study. Owned by luxury giant Richemont, Peter Millar has surged in sales since its start in 2006. It is uniquely perched on the cusp of luxury and affordability. And though that may appear to be a dangerous balancing act, Peter Millar stands on a solid foundation of sourcing and strategy. Watch for Peter Millar over the next few months, as the brand continues to unfold and learn about itself.

Few companies have enjoyed consumer brand loyalty like Vera Bradley has. One study revealed that when Vera consumers found that their flights had been canceled, they would often seek each other out and have dinner, split cabs fares or go to the same hotel. That’s a real sisterhood. Vera’s messaging relies on strong editorial images to invite customers to share their world.

Lifestyle
Here is an early example of lifestyle marketing. It’s an image that just says freedom. But there are no words. Harley-Davidson is one of the strongest brands in the world because it stands on the power of freedom.

Every time you hear a Harley go by, you want one really bad. But that deep rumble still startles you. Time will tell how the electric prototype Harleys will do without that signature sound.

Harley-Davidson spends only about 15 percent of its marketing budget on measured media. The rest is spent on experiential engagement events that, in turn, enable the credible and coveted word-of-mouth marketing.

Old Spice is a venerable brand that your dad used … to get your mom. Simple product features and benefits pitch to a more randy set of manly desires. Which of his numerous ladies looks like your mom?

Now here’s some of the new stuff. Are these ads for the guys or the ladies? Ladies buy the stuff.

Being commercial has negative connotations for many people, as in “Their music is too commercial. They’re a sell-out.” Yet we all benefit from the content that is paid for by advertising. So please try to retain some friendly mental shelf space for the admen who entertain us, who help us find what we are looking for, and who even drive our economy forward.

Remember, admen are people too, and most of them are a lot more pleasant to be around than Og.

Did you read our other posts this week? If not, be sure to check out “Memorable Ads (Part 1),” “the History of TV Commercials” and “Staff Favorite TV Ads.”

Jeff Britton
President
BMDG

Video via YouTube

Photos: Verabradley.com and Google Images