I don't watch TV or watch sporting events - no surprise if you know me! But, even in the vacuum I live in, I can't escape Superbowl Commercial Mania!
The #1 spot this year was Budweiser's "Brotherhood" featuring a man and a horse. (by the way, brotherhood is just a more man friendly way of saying relationship...) But it is a journey that tugs on the strings of the heart.
You don't have to love horses or beer to want to watch this - as evidenced by the amount of viral traction it got the very day it went online. So ask yourself - do you feel like you are being sold a product or told a story? Not rocket science is it.
Second question - which do you prefer?
The branding of the Clydesdale and Budweiser has been an ongoing relationship with the American audience for decades - so it is easy to connect this story with a product.
And that is what the trends are showing - build your brand and attach it to an emotional experience or core value - and tell a story while you do it. It's the combo that is winning and you are seeing it over and over.
The days of the hard sell are coming to a close with the power that the internet holds in our ability to leave very quickly anything we don't want to watch. Make me care or want to watch or bye bye...
Welcome to my Journey!
I'm inviting you to join me on my journey as I seek to find a new way of being in an old set of systems. It's hard, but worth it!