If you want to sell today, market your products. But if you want to sell today and tomorrow, create a memorable brand.
But what is the difference between marketing and branding? Think of it like weather and climate. Weather is the day-to-day activity â€Š(rain, sunshine, snow, wind) that makes up the long-term climate (for example, Arizona has a sunny climate). So, the marketing you do every day creates your long-term brand. The most successful brands are composed of well-executed marketing campaigns over months and years.
The best marketing campaigns make an impact in the present and contribute toward a strong brand in the future. Learn from these notable campaigns from these top brands:
Anheuser-Busch: Up for Whatever
Known as the “King of Beers,” AB is also regarded as the “King of Marketing” with some of the most memorable Super Bowl commercials to date. When European beer corporation InBev bought Anheuser-Busch for an unimaginable $52 billion in 2008, many thought the takeover would tarnish the brand. But, InBev knew not to fix what wasn’t broken, and AB continues to produce some of the most inventive campaigns.
The Up for Whatever campaign throws a random bar goer into a crazy situation with one simple question: If I give you a Bud Light, are you up for whatever happens next? The commercial throws a group of friends into a real life game of Pac-Man, accompanied with a crowd, DJ and, of course, Bud Light.
Why It Works
This type of campaign, like many others from AB, sells a lifestyle. Nowhere in the commercial do you learn anything about the product â€Š—â€Š what kind of beer Bud Light is, what it tastes like or why you should even buy one. But the message in the campaign is that Bud Light is fun — and fun sells.
Quit While You’re Ahead
However, campaigns can go too far. This can be seen in the recent PR snafu (attached to the Up for Whatever campaign) when the tagline “Remove ‘no’ from your vocabulary” was printed on Bud Light bottles. It doesn’t take much imagination to understand why that was a bad idea, and AB promptly apologized and removed the label. The lesson: No campaign is invincible from scrutiny, no matter how successful it may be.
T-Mobile has built a reputation as a rebel in the cellphone service provider industry. Although it’s commonplace to vaguely compare your company to a competitor in ads, it’s rare to specifically call out a rival (there are usually legal complications to this). But that’s exactly what T-Mobile does with its #NeverSettleForVerizon campaign.
The latest from T-Mobile is actually a direct rebuttal to the #NeverSettle campaign from Verizon Wireless, making this an even bolder and riskier move in the industry.
Why It Works
The latest from T-Mobile highlights its newest promotions (like paying for phones like the Galaxy S 6 without contracts) while also calling out Verizon. Because T-Mobile is known for shaking it up in the mobile industry, the charm of going toe-to-toe with Verizon is seen like a David and Goliath scenario, which gives more credit to T-Mobile’s cause. And instead of selling a lifestyle, T-Mobile uses its ads to call out specific benefits of its service.
Chipotle: “The Scarecrow”
Chipotle has flourished over the recent years, primarily for two reasons: its delicious burritos and its commitment to natural ingredients. The restaurant chain uses local produce when possible, and it sources all of its meat from farms that don’t use hormones or routine antibiotics on its animals. Chipotle is so committed to this that it cut ties with a pork manufacturer last year for bad practices, even when it meant that carnitas were not available at many Chipotle locations for months.
“The Scarecrow” is an animated web series, produced by Chipotle, that follows a scarecrow from his home in a polluted city that produces bad food to a fresh farm growing the foods Chipotle thinks belongs in meals across America.
Why It Works
These videos make an emotional connection. Many Americans care deeply about fresh foods and best practices in the food industry, and this series reinforces that Chipotle shares the sentiment. Customers already know Chipotle’s burritos taste good, so this campaign reinforces its brand on using proper ingredients.