Brands that DO, not just SAY. • THINK Global Research

 

Truly effective communication solutions transcend beyond “what we need to say”. Brands can benefit a great deal from observing and analysing the patterns of human interactions, and replicating the same formula in their delivery of messages to consumers.

While people can succeed in verbally convincing others of a point to a degree, nothing is more convincing than proving a point through actions, not words.

A great example of this is a recent campaign for Best&Less, created by Banjo (http://www.youtube.com/watch?v=7lKNmbhBFNg&feature=youtu.be). In order to demonstrate that Best&Less sell quality and fashionable garments despite the low price tags (generally an indication of sub-standard products in consumers’ mind), they have created a pop-up store mimicking a high-end boutique design. Initial price tags had inflated price points, and shoppers only discovered the real (much lower) price points at the counter, right before making the payment. As you can imagine, the point was proven without a need for further justification.

How convincing would this campaign have been, if Best&Less were to advertise the fact that they sell quality and fashionable clothing, at affordable prices in a conventional manner? Could they have communicated this message as convincingly as they have done, by simply stating it in a TV or a billboard ad? In an environment where it’s becoming harder and harder to achieve real communication cut-through, I’m looking forward to seeing more brands put their money where their mouth is and proving the points they are making.

Written by:

Lana Bruskina – Strategy and Insight Manager

For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at  info@thinkglobalresearch.com.

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