Why do some ads become more memorable and more powerful?
Vijay Balakrishnan
Independent Director| Board Member | C- Level Executive | Thought Leader | Marketing Transformation | Change Management | Ex Tata Consumer Products, Tata Tetley, Airtel, Docomo, Ujjivan and Cambridge International
As marketing students, we have effectively used many frameworks and models (like the AIDA) to devise impactful and successful campaigns.
?Some ads become iconic and memorable, delivering colossal value and volume share for the brand, while others fall by the wayside. As marketers, we often wonder what causes different outcomes when we think the treatment is the same.
?In a seminal study, two eminent Marketing Professors (Rucker and Calkins) from the famed Kellogg School of Management at Northwestern University describe the secret sauce of creating powerful, resonating campaigns for your target audience.
They call it the ADPLAN framework.
The framework leans on cognitive psychology, social psychology, marketing, and behavioral science to influence consumers’ perceptions and behaviors.
The ADPLAN framework focuses on 6 key pivots or triggers to create unique, disruptive, and clutter-breaking advertisements that give your brand the escape velocity to dominate market shares.
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?? Attention: What is the critical noticeability factor or quotient in your big idea or value proposition? Does it have the impact that will make your audience sit up and take notice or talk about it? The profs say this could be through an exciting choice of a brand spokesperson, a catchphrase, or even music through a viral song.
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?? Distinction: Do a complete analysis of your brand's key competitors and their communication planks to avoid thinking in isolation. This will provide you with creative distinction and the tone of voice for your brand, making you stand apart.
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??? Positioning is often understated and wrongly used, proving to be the Achilles heel for many promising brands. The professors say to do everything within your reach to ensure your compelling differentiation, unique proposition, or benefit is clearly and effectively articulated to your TAM through positioning. How can customers decode and believe your brand's moments of truth through it?
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?? Linkage: Linkage compels brand marketers to move from their lazy and comfort zones and answers how consumers will distinctly remember your brand and its benefits. If there is an issue here, it's likely to be a big problem sooner rather than later because your advertising and communication failed to convince or convey the brand and benefits sincerely and correlate to the consumer.
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?? Amplification: The profs say that unlike positioning, which focuses on the benefit, amplification is all about the customers' feelings and thought lines about you and how you leverage it. Did the campaign leave positive or negative thoughts about the advertisement? Amplification becomes crucial for leaving target consumers with something positive and connected to your business.
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?? Net Equity: With time, powerful brands develop subliminal connections and relationships with customers, and consumers often begin to link them with specific characteristics—these could be people, animals, ideas, feelings, or more. Brand marketers must ascertain if the campaign is connected with their most significant segments, strengthening their already built equity.
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