Get the tea on what's hot in branding, advertising & AI

Introduction

Welcome to Brand Camp, your monthly pow-wow to the dynamic world of advertising and branding brought to you by the team at 80/20 Agency! In each edition, we will embark on a journey through the latest trends and insights, dissecting the "Hottest Ad" that captivated audiences, delving into an informative brand topic, exploring lessons from failed marketing campaigns, and unlocking the potential of Artificial Intelligence in the marketing landscape. Join us as we navigate the ever-evolving realm of branding and marketing, offering a curated blend of inspiration, education, and analysis to fuel your brand's success. Let's ignite creativity, dissect strategies, and stay human at the forefront of the industry together.?

Now That’s Clever

With the Super Bowl happening this month, it's no surprise that the Hot Ad comes from the most competitive line-up. With a three-way tie from State Farm, Dunkin', and Kia, we would have to give the edge to Dunkn' with their "The DunKings" ads featuring Ben Affleck, Matt Damon, Tom Brady, and a hand-full of other familiar faces.?

With a dedication to driving engagement with 13 variations spread across YouTube, Instagram, and Facebook, this celebrity-packed ad earned thousands of impressions and laughs. In addition to the view success Dunkn’ also capalitized with DunKings-themed merch and menu items like a DunKings tracksuit and a MUNCHKINS skewers.

Branding 101

Visuals are a critical element for connecting the brand to the target audience. Did you know that visuals account for 90% of the information transmitted to the brain, and the process of comprehending images is 60,000 times faster than text?

Visual content is 40 times more likely to be shared on social media, and 80% of people remember what they see compared to 20% of what they read and 10% of what they hear. In summary, visuals are crucial in conveying your marketing message by capturing attention, enhancing understanding, and fostering an emotional connection with your audience. (Source: Shift E-Learning)

Who Approved That?

We celebrate the clever ads that got our attention during The Big Game. However, some companies failed to stand out or even hurt their brand image from their message.?

The brand that received major backlash and negativity this year was Temu, with its "Shop Like a Billionaire" ad. Social media lit up with users making snarky jokes about the ad's quality and the products' low prices. And how many viewers can relate to "Shop Like a Billionaire?" Temu's ad appeared six times during the Super Bowl, costing them tens of millions, with an additional $15 million in giveaways. It proved to be one costly flop.

What’s Up with AI?

“We’ll Do It Better”—Why Google temporarily stopped its latest AI image generation model Gemini.?

Google, one of the largest corporations to experiment with AI, had to close its newly launched AI software, Gemini, this week. Gemini was an AI that could create realistic images based on a description similar to ChatGPT. Users on social media have been complaining that the AI tool generates images of historical figures — like the U.S. Founding Fathers — as people of color, calling this inaccurate. Google posted an updated statement on Thursday, saying that it will pause Gemini’s feature to generate images of people and will re-release an “improved” version soon. (Source: CNBC.com)

While the image-generating feature was removed, Google has come out and said that Gemini can still perform the same tasks as GPT-3.5 at equal or better quality.?

Another company that has recently created its own AI is Microsoft with Copilot which focuses on Finance and will be able to perform a handful of common role-specific tasks. Microsoft’s finance team has stated that they have seen significant time savings. While Microsoft already had a general AI chatbot, this role-specific AI is looking to make AI more personal.?

We will all stay tuned for what will be the next big thing for the AI Boxing Ring.

About Us

Kelly King

I am a lecturer in the Kelley School of Business Marketing Department. I teach two courses: Creativity & Communication and Brand Management Practicum, which I developed to allow students to work on real-world national brands at the undergraduate level.

In 2016, I founded 80/20 Agency with a unique model of combining student interns with experienced marketers—"Old School Smarts + New Media Minds" to serve clients and allow students to gain valuable work experience.

Fran?oise Gagnier

I am a designer, instructor, and maker located in Mid-Michigan. Specializing in brand design, my work blends impactful creativity with a heavily research-driven approach.

I am currently an Instructor of Graphic Design for the Department of Art, Art History, and Design at Michigan State University. I also serve remotely as Creative Director for 80/20 Agency in Bloomington, Indiana.