KEN BANKS’BLOG DECEMBER 2023
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GREAT BRANDING—A HOLIDAY TRADITION!
The Christmas holidays are always a time of remembering great traditions—in the family, in the community, in our places of worship, and in the marketplace. The Christmas marketing has probably changed more than any other holiday tradition over the past several years. During my retail years, this was the time of the year to pull out all the stops when it came to advertising. The papers were full of inserts on a daily basis. Our mailboxes were stuffed with multi-page catalogues from every local and national retailer. Broadcast media was sold out as every store ran more spots than any other time of the year. While much of this was price-item promotional spots, this was a time to break the mold with outstanding creative and production. Stores were showplaces for design and display—and special events.
Well, a lot has changed. The newspapers, when they are published, have barely the number of pages of some of the inserts a few years ago. Our mailboxes have fewer cards and hardly any “Christmas Catalogues”, porches are filled with Amazon boxes, broadcast spots are the usual auto dealers and home improvement ads, and .com spots proliferate. However, there are still some great examples of creative branding at this time of year that are worth noting. Here are a few of my 2023 favorites where companies take the time and creative juices to provide a message that makes the season bright.
AMAZON https://youtu.be/jmF0bOCa_4Q.
Amazon has been one of the key factors leading to the change in holiday traditions for sure. However, the company take the time and budgets to drive home a message that brings back memories and recognizes the importance of the aging population.
CHEVROLET https://youtu.be/xnZGEUA4oBk. During most of the years, Chevy is out there like most car makers with trucks running through the mud, SUV’s with the latest technology, and price offers that you still don’t believe. Over the past few years though, Chevrolet has hit the heartstrings with epic spots that make their brand still strong after all these years. This year’s holiday spot features the story that is all too common in our society and our families. Alzheimers and dementia touches so many of us now, and Chevrolet tells a story that memories can be restores, just like some of their old pickup trucks, if you take the time to share with those afflicted, especially at this time of year. A great spot and a heartwarming message.
CAPITAL ONE. https://youtu.be/gQJ6Xc93-wY. The holidays are for memories and who doesn’t remember the opening scene of Saturday Night Fever with John Travolta. Never thought he’d someday play Santa Claus, but this spot hits the target and still makes the point of what’s in your wallet at this time of year.
LOBBY HOBBY: https://youtu.be/8Z3y74R4wAM I have featured Lobby Hobby spots in my past Christmas blogs, and this year’s is a bit deceiving with a title “Lobby Hobby’s 50% Off Sale”. This years messages focuses on a family scene that’s typical of today. A single, working mother and a son who figures out a way to make Christmas special. No sales message here except at the very end’s closing title, but a a great branding effort to capture the true spirit of the Christmas season.
Hope you have a wonderful Christmas and a Happy New Year.
Ken
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