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As something significantly more than just a casual observer of the marketing, advertising and branding space, I decided that for this post I was just going to showcase a few brands that are doing things right.
You know, kind of take the 40,000 foot view if you will. Or is it 60,000? Or is it.. ah never mind, you get the idea.
And one brand you won’t see here is Pepsi. Sorry, cheap shot.
My assumption is you will have heard of most of these brands but probably not all. And that’s kind of the point because there are a great number of brands doing it right without all the fanfare and big budgets.
The ability of Facebook to adapt to change and introduce internal platform changes to their customer base is legendary. In the past year they rolled out a massive global ad campaign that sought to educate people on the potential of their latest innovation, Facebook Live. The campaign showed the average person how it could be used and demonstrated to attentive marketing professionals how to leverage authenticity in their marketing endeavors.
The success of the Facebook Live launch is undeniable. Many industry experts have listed it as one of the most important trends in 2017. It has been embraced by individuals, entrepreneurs, news organizations, and international corporations as the go-to platform for engaged communication with their communities.
State Farm
Insurance is typically sold as protection against some sort of disastrous event. State Farm recently turned that notion inside out and began an effective and uplifting campaign that focuses on when things go brilliantly.
Instead of focusing on all that can go right, the new tag line tells consumers their State Farm agents are there to help life go right. It is a powerful message that has resonated with consumers who embrace a more positive world view.
WP Diamonds
Most people are aware they can sell their diamonds, luxury watches, or other jewelry but are reluctant to do so because of the stigma surrounding the process. WP Diamonds has changed the narrative by cultivating a lavish experience for both the buyer and seller.
The website is designed to put sellers at ease with detailed information about the experts who appraise items, the security of the shipping process, and payment details. They collaborated with consumers to showcase the experience on personal and professional blogs and encouraged sellers to leave reviews across various channels to further establish their expertise and creditability.
Capital One
If you’ve watched any sort of television programming in the past decade, you’ve likely seen Samuel L. Jackson, Spike Lee, or Jennifer Garner asking, “What’s in your wallet?” This campaign by Capital One has been immensely successful and driven their brand awareness to 90%.
They’ve also used social media influencers and event sponsorships to reach a broader and younger audience. A recent concert featuring Imagine Dragons and Macklemore was live streamed from the Capital One Orange Bowl and listed as one of the most watched events in the app’s history.
Australian Flagmakers
In business for nearly two decades and serving companies of all sizes – from big brands like Speedo, Adidas, Zumba Fitness and Marriott to the small business owner that just needs that one flag for their trade show booth, Australian Flagmakers understands that vibrant visuals on their website and social media channels is what illustrates the depth of their skill and expertise in their market.
Large photos slideshows and videos are central to selling an audience on selecting a company based just on online research and shopping. Plus, it doesn’t hurt to name drop with the logos of recognizable brands that have counted on the company to deliver on their needs.
Sprint
In an age where everyone is attached to their smartphones, it is no surprise that some of the most innovative strategies would come from data providers such as Sprint. One of the biggest coups in the history of marketing occurred when Sprint drafted a former Verizon spokesman.
The star of Verizon, Paul Marcarelli, had been known as the voice of Verizon for nearly a decade. Commercials featuring him have made a play on his switch from Verizon and the fact that the quality of both providers is comparable but the cost of Sprint plans is half that of Verizon.
The underlying theme behind each of these examples is the story the brand has been able to give to their customers.
Great marketing must feel authentic and relevant to the audience in ways that were simply not expected in previous generations. Brands must identify with the emotional needs of their target audience and strive to create an experience that fulfills those needs whether they be for luxury, a great deal, authentic interaction, or a story that ends with happily ever after.
This article originally appeared on Forbes.
