Brand Love

It’s absolutely telling that the biggest brand advertising day of the year happens in the month that’s dedicated to love.? Brands big and small are always looking to find their way into our hearts, and like any good courting, brands need to spark and engage our deepest desires.

It all starts with attraction - catch them off guard, get noticed and be memorable.? Self-promotion can get stale fast - so dig deeper, uncover something new or old, and do something unexpected.? Folgers just launched a campaign that grabbed my attention with an irreverent, yet honest message; a brand built on emotion - reminding us that it is “the best part of waking-up,” is flipping the script - focusing on the quality of the product with a campaign that “doesn’t give a shit” what you think about your grandma’s coffee, and doesn’t give a damn 'bout its reputation. Catching us off-guard, and asking a new generation to give them a pour - a good first move.

The second can be the hardest, so you better make it engaging.? Create something memorable - create an experience.? Show up where they are, not where you want them to be and surprise them. ? Brands know their consumers very well, but keep in mind that a cold beverage when they need it the most can be as memorable as a Hollywood celeb party with bags of swag. Brand experiences create memories that build loyalty.

Every relationship requires effort and attention, and one that lasts requires good communication. So keep the conversation alive and never stop surprising.? A great product that does what it says married with a great experience and better communication is a winning combination that outlasts a few million dollars spent in a thirty second spot.

Scott Dannnenfelser is the Creative Director at AGAR.? Dedicating 20+ years of creating memorable brand experiences while married to the same person for 23 years.

About AGAR:

Founded on the premise that as the world grows more and more digital the value of a human connection and experience inherently increases, AGAR has been growing culture for industry-leading clients since 2008. For more information visit www.theagar.com.