QUIRKY ADS NEED A REASON

Quirky ads are showing up everywhere from those kids whose eyebrows move in crazy ways to prat falls by hockey players heading into the dressing room. Remember what the products were they were advertising? Don’t feel bad if you don’t remember. 

Quirky on its own is no way to build brands. Top brand builders know that there is no point in getting people’s attention if the message doesn’t align with a strategic point of difference that resonates and is memorable for the target audience.

Definitely, humour is one of the best ways to get people engaged but if it doesn’t pay off in a connection to the brand, you’re wasting valuable resources. Long-term brand building takes strategic focus and patience. Brands are built over time by engaging audiences in benefits that resonate with them, then continuing to riff on the same theme over and over gain.