It’s very hard to get people to remember a brand It’s not always possible to fit a full brand name on an ad, package, billboard Why do brands focus on creating stand-ins for themselves, instead of just using the brand names? Faces and movement give characters a lot of flexibility to be used in a range of campaigns. Logos are the best-known examples of distinctive assets, but characters are an especially powerful type of asset because they can be so unique. Coca Cola’s font and colors are identifiably Coca Cola, even in languages you don’t speak. Nike’s swoosh makes you think of Nike even if there are no other Nike-related symbols. Part of the practice of branding is creating “stand-ins” for the brand. The M&M’s character, Ronald McDonald, the Trix Bunny, Colonel Sanders, and Flo from the Progressive ads are all examples of characters in advertising. This gives Characters a greater potential to be uniquely owned by brands (anecdotal examples include the M&M’s characters, Froot Loops’ Toucan Sam, and Colonel Sanders of KFC).” - Ward, Yang, Romaniuk, and Beal (2020) Faces are processed far more rapidly than other information as they play an integral role in navigating the social environment (De Haan et al. Their human-like features tap into the innate perceptual bias of the human brain to see faces in what would otherwise be ambiguous visual information (Tsao and Livingstone 2008 Orth 2014). Characters provide a humanistic visual representation of the brand (Garretson and Burton 2005 Orth 2014). “Based on the HHI* values, character, logo and logotype have the highest average concentration of Uniqueness. The key idea is that characters are one of the most unique and memorable ways to represent a brand. Hey, quick heads up - the next paragraph, from a paper in the Journal of Brand Management, has a bunch of jargon in it. Characters as “distinctive assets,” instead of wish fulfillment Memory and attention are the first step to spreading any message.Ī common belief is that advertising works by making products feel “cool.” People want to drink Dos Equis because they want to be like the Most Interesting Man, right? The Most Interesting Man in the World is named that for a reason - he is not the “sort of interesting guy” or the “most interesting man in Topeka, Kansas.” Superlatives are interesting. If it is to be cold, you must chill, not once your twice, but until your readers are shivering.” “If the atmosphere is to be foreboding, you must forebode on every page. “The basic formula for drama is setup, buildup, payoff-just like a joke.”Īnd even at the sentence level, the best storytellers double down, as in this advice from Jerome Stern in Making Shapely Fiction. In Bird by Bird, Anne Lamott argues that the basic structure of writing is similar to a joke. “Adding information or making specific choices that elevates the characters or elevates the scene or scenario to essentially the peak, where it can no longer rise any more.” Improv comedians talk about “heightening” the scene to make it more entertaining (definition from Made Up Theater ). Going over the top is unusual, and it raises the stakes. The principle is simple - big things are more captivating and more entertaining. The eyepatch is never explained because it creates curiosity and attention. Memes today are as flexible and varied as the whole internet, and Kapwing is the generator that can keep pace with your content.As Ogilvy shared in the quote that opens this section, the man has nothing to do with Hathaway shirts - other than that he happens to be wearing one. The meme generator can be used for videos for a variety of platforms. The Kapwing meme generator is simple enough to make the most basic memes, but powerful enough that you can use Studio to create video memes, gif memes, and all sorts of other content. Kapwing's editor will work in the web browser on any device. Share a link to the Kapwing project editor to edit content in real time. Kapwing's meme creator is completely online, which means that memes can be made collaboratively, and will always be backed up the cloud. Choose from popular meme formats or disover new meme trends that you can use to create your content. Start from one of thousands of meme templates to get inspiration for the memes that you could make on Kapwing. Join thousands of meme makers who use Kapwing every day. It's one of the web's most popular meme makers and is the first meme generator to support videos. Kapwing is a powerful online editor that you can use to create memes from images, GIFs, and videos online.
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