As a follow-up to the great Google Chrome ad I posted a few days ago, here’s another great TV ad from Volkswagen. As mentioned about the Google Chrome Ad . . . there are two keys to branding that both these ads excel in: authenticity and emotion. If you don’t connect with your customers in these areas they really won’t get the true value you’re offering with your product.
The emotion of this ad is obvious, but notice too how authentic the laughter is. If the laughing in this commercial came across even with a suspicion of being staged the ad would lose a lot of its effectiveness. Another important key to this ads success is the very personal nature of the content . . . for a moment we feel like we’re sharing a intimate moment with someone we know.
This ad exemplifies the sales axiom . . . people buy from those they know and trust. In a matter of 30 seconds Volkswagen takes us from being a stranger to making us feel like we know and trust them. Every bit of your branding and marketing communication needs to be created with this same axiom in mind.
This presentation from Colin Robertson at TED is one of the best demonstrations of concise and effective communication that I’ve ever seen. It has great object lessons that can be applied to Web design and marketing communication in general.
Here are the main takeaways I got from the presentation:
He uses very few words, but the words he does use are the key messages of his presentation. So much of Web and print design would be much more effective with fewer but better chosen words.
It’s out of the ordinary (way out of the ordinary) and creates a unique memorable experience. How long will you remember this presentation? How long would you have remembered it if he would of taken up the three minutes talking?
The nonverbal communication which comprised 99% of the message is “quality” in the sense that it’s professionally orchestrated. The effect would not of been nearly as powerful or long lasting if that level of effort wasn’t put into the production. It’s the cumulative effect of many small details being done correctly. Same applies to Web design, overall quality is achieved by paying attention to many details which result in the cumulative effect of providing credibility to the message.
I think this is a very important point–a significant portion of the content was provided with collaboration from the audience.
This screencast covers the basics for updating the content of a custom HTML email design template using VerticalResponse’s Canvas editor. For more information on our custom HTML email design and samples of our past work visit this page.