Google ran an ad today in The New York Times using an age-old communication device, listing a number of great user-benefits for which people use the service — a nicely bracketed list of searches Google has allowed us over the years. All true. All fairly amazing, were it not for the fact that we’ve been using Google now for 15-20 years. In a sense it’s what I call “We’re here” advertising – not much more than a simple logo on a page, conveying no new information. A billboard reminder, if you will.
Advertising that doesn’t engage a reader with something new, something learned, something blue (sexy), is merely “We’re here” advertising. Repetition and/or frequency is a foundational tool for brand building the old school saying goes. According to the logic, consumers won’t remember your message until they see it a minimum of three times. Not a fan. It worked before we were saturated with ads. Not today.
If the messaging is compelling, if it teaches, if it stimulates – it’s off to a good start. Then it needs to make you do something. Act. And lastly, it must make a deposit in the brand bank. Alter your attitude in a way that predisposes you to purchase the next time — for reasons brand managers decide. Advertising is not a ask for the lazy.