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How to Win the Big Game
By: Janet Kalandranis
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Just because a brand has secured a spot for the big game does not mean there’s an automatic brand win. This is the big leagues, folks. Brands must bring their first-string team, the best-of-the-best, in order to make an impact. How does a brand do that? Go to the experts, of course. They're like coaches for brands; someone who can help brands deliver on game day. It’s one chance and it’s expensive, so it’s important for brands to reap the benefits. Here’s how that can be done.

Thanks to Super Bowl ad expert Paul Venable of Venables Bell & Partners, brands can get an idea of what it takes to be a winner in the big game.

It’s not any old TV spot. Being in the big game is much different than creating any other spot. Brands need to understand that they will need more resources, more hands, and more creativity than they've needed to create any other spot they’ve completed before. Being part of the Super Bowl is special. It’s like the TV spot of all TV spots. It’s like doing a campaign in the packaging of a regular spot. So, BRING IT.

Pick a reason. Brands can’t achieve all during the big game, so they must choose a play and execute it seamlessly. It’s unrealistic for a brand to think they are going to achieve sales, engagement, Twitter buzz, and an interview the following week. Pick one, create around it, and achieve. Stay focused on the gameplay.

For first-time brands, this has to be a nerve-wracking project. Creating an ad for the big game is just like a first-time quarterback hoping to win. So what’s the advice? Keep the focus on what the brand does best, being creative and innovative, and don’t worry about the hype. If there is too much concern around what others will be saying, the brand might lose focus on what’s important: the ad. Oh, and a whole lot of great ideas won’t hurt either.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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