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If 'It' Works, Do More of 'It'
By: Janet Kalandranis
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This is a pretty simple thought, but one that many times is overlooked. If something works, go with it and do more of that thing. But many times brands overcomplicate things and look for new ways to be creative and innovative. Sometimes that’s exactly the opposite of what will bring success. If there is a strategy that reaps results, wouldn’t it make sense to replicate that in other scenarios? It’s almost like cheating, but in the best sense of the word. And if customers are all for this tactic then it really is a win-win. So less trying to think out-of-the-box and more trying to replicate what created success in the past.

Everyone’s all about Oreo these days: about its tweets, its relevancy, its fast-action, and its overall success. Brands are trying to replicate where this brand went right, hoping to gain a new level of success. But that’s almost the wrong thinking. Brands need to identify a strategy or tactic that worked for the business in the past and create new ways to replicate that success. For Oreo this “it” thing is all around humor and silliness. Think back a couple of years and Oreo was playing a far different game. The brand was focused more on “cute” and “family” and the results were the same standard ones that they had been receiving for a bit. Enter 2012: the brand introduces silly to the stage and kapow! a whole new reaction is elicited from the consumer. Success is born.

Luckily, Oreo was smart enough to understand that if silly and funny works, then the brand should stick with that. It’s not to say that this will be the lifelong golden ticket for Oreo, but if it’s producing success right now, then they shouldn’t go in a different direction. Oreo’s latest campaign is another silly example that is bringing success. The brand is asking “Cookies vs. Crème” and is directing consumers to a page full of silly Oreo videos. It’s like Oreo finally got a true brand personality and it’s sticking with it. This silliness thing is working quite well for that cookie brand.

The point is, don’t try to overthink what will be the next big thing. Instead understand what works for a specific brand, and if it’s producing success right now, there may not be a reason to change things. If something works, don’t fix it. It may not be planned, it may not be difficult, but if it works then that’s all that really matters. Sometimes the best ideas are those that are happened upon by accident — those are the true brand gems.


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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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