This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Tuesday, June 23, 2020
The Lincoln Project Advertising
I have been a student of brand advertising for more than 35 years. I was involved with Hallmark's award-winning Hallmark Hall of Fame commercials. And, as a consultant, I have advised more than 100 brands on their advertising. Throughout my career, I have seen more bad advertising than good advertising. And, for decades, I have been fascinated by political advertising.
I think many marketing professionals would agree with me that Republicans have always been better at labels, soundbites, slogans and advertising than Democrats have. Perhaps, this is because they are a more business-focused political party or perhaps it is because they have always tried to appeal to the reptilian brain more than the cerebral cortex. And, that is not a slam. Marketers know that most decisions are emotional decisions, not rational ones.
Which brings me to The Lincoln Project's advertising. The Lincoln Project, created by a group of conservatives, is aimed at drawing Republicans away from Donald Trump. Simply put, I think these ads are brilliant - the best I have seen in some time. Each ad focuses on one thing that makes Donald Trump seem pathetic, repulsive or weak. They play into people's fears and the images and symbolism are carefully selected as are the cinematographic styles, camera angles, framing, common graphic elements, hues and associated music. Rather than talking about each ad and what I like about it, I would refer you to The Lincoln Project's YouTube subscription page, which is here. It features all of their ads.
Whether you are a Democrat or Republican, a Donald Trump fan or a Donald Trump detractor, if you are a student of advertising, you should watch these ads, analyze these ads, think about how they make you feel, and figure out what elements in each of the ads make them powerful and compelling. As you view the ads, identify the elements that are common across most or all of them. And identify the choices they are asking the viewer to make.
My hat is off to the people who created these ads. I think they are brilliant. And I don't often say that.
One other thing is worth mentioning, these ads are examples of repositioning someone else's brand, in this case President Trump's brand.
As an update, this Politico article by Joanna Weiss was just brought to my attention. She is saying the same thing that I am only with more detail and more examples. It is worth reading.
What the Lincoln Project Ad Makers Get About Voters (and What Dems Don’t)
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Margin features as mortgage collateral to assist multiply the quantity of funds that are successfully placed on a commerce and potentially additionally multiply profits. Even although a pip is a very small unit of measurement, foreign exchange traders are normally heavily leveraged and even a one pip distinction can equate to important profit or loss.
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Accelerated Profitsby Louis Navellier
One advanced electronics firm, for instance, created a multifunctional team that included leaders from learning and growth, sales, finance, IT, and alter administration to construct the full-scale implementation plan. A lack of consideration to organizational structure can create inefficiencies and hinder progress.
For the common firm, defined as the equity-weighted common of the roughly 1600 corporations comprising the Value Line Index, the cost of equity capital is simply eight%. And the average lengthy-time period ROE is greater than 25%, reflecting improved efficiency combined with larger reliance on monetary leverage at most companies. On common, then, the worth created by accelerating development by 1% far exceeds the worth created by growing pre-tax margins by 1% on a sustained foundation. In fact, the multiple of worth created by growth versus margins is more than 4 to 1.
For example, in some industries — say, construction — lengthy-term ROEs are very close to the price of fairness capital. For these companies, taking steps to enhance margins will generate larger returns for buyers than those designed to boost growth. In these settings, traders ought to value strategies that speed up development over people who improve margins (see the chart beneath).
This research highlights that corporations that deal with the time, expertise, and vitality of their workforce with the same self-discipline as they do monetary capital carry out much better than the rest. The most efficient firms have the expertise they need to generate good progress choices. And they put these “difference makers” in roles the place they'll make the most important distinction in the firm’s profitability and growth. Workers at these firms have the time they need to commit to creative work, free from excessive course of and forms.
A Comprehensive Approach To Revenue Growth
And, maybe most essential, employees at these organizations are engaged and inspired by their work, bringing far more discretionary vitality to their jobs daily. In our experience, corporations still focus more on chopping prices than on creating and executing new growth methods. Reuters found that complete new capital expenditures and spending on R&D was lower than the quantity many corporations dedicated to share repurchases last yr. Finally, in earnings name after earnings name, we hear CEOs describing one or two bets — at most — on growth, and devoting more often than not to showcasing the outcomes of restructuring, offshoring and different value-focused initiatives.
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I must say that the creators of these ads are brilliant but manipulative. www.maggardlaserart.com/everlasting-monuments/ReplyDelete
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