Make sure still idea that relates to your benefit: dont just use a character or group of them for the sake of it. Even if it’s humorous. There has to be some logic ■Character approach produces either good or bad adv. Use of character can create such a strong branding devise ( or mnemonic/memory aid) that even some annoying ones have succeeded commercially (rather than critically). ○Outlet ■Particular place or country where a product is sold. ■Perhaps pop in a country other than where it’s produced. Both place or country usps can lead to initial ideas, to which a related fact or observation about the place or country might need to be attached before creating a final idea. ■Not easy to pull off, a campaign idea could feasibly come from a combo of the approaches listed above, rather than just one. Not a usp. Then be the first to “own” it ●What happens when have a (common) selling proposition that’s not unique? ●ABC example, ESPN owning sports. ●What if smaller brand, not the market leader? Can be first to own something big?
●When the communication aims solely to appeal to consumers on an emotional level, this is sometimes known as using an ESP, emotional selling proposition. It can produce an idea that connects consumers w/ the product through the adv itself, w/out offering anything unique other than the ability to trigger an emotional response Adv is the USP: the last resort? ●What happens when there’s no obvious usp, you cant find a usp, and theres no sp you can own first ●At this point, adv itself becomes usp. The adv that sets one totally generic prod from another, defining the brand while underplaying the common generic benefit. Here adv needs to break new ground. More unusual the exec, the greater the impact will be ●If ppl remember ur ad more for how it looks and sounds and feels than what it’s saying, that’s when style has overtaken substance, execu overtaken concept, and brand overtaken benefit.