Why good branding is like Marmite..
From bands to Marmite in one post to another. No, I’ve not been drinking lead paint (though it is delicious – but deadly).
You see, I hate Marmite. Absolutely despise it. I’m not a fussy eater, but Marmite is Beezlebub’s own fecal matter. Not pleasant for anyone concerned. (Nor is Parmesan cheese, but that’s a post for another day).
But so many people love the stuff. And it occurred to me – at least I have some reaction to the brand. And the fact it’s so violent (in my case) against it, it becomes a conversation with others. Far better to be talked about than not at all. Everyone has some stance.
So compare that with the last parade of ads you saw in your recent TV watching time. Remember any of them? And no, no answering the question like an ‘ad person’ (who’d typically say ‘yes, CHI’s work is great….[or] I like what Fallon have done with X’).
I sincerely doubt people recall that many, much less having a strong opinion like I/others have about Marmite.
Now let’s bring in another figure…
If you’ve not seen the delights of his advertising, don’t worry! It’s below:
It’s not my favourite ad, put it that way. But boy, is it effective (warning, opens a pdf). Reckitt Benckiser are laughing all the way to the bank.
And people have been playing with the brand to a great degree. It’s not always popular, has been found out a few times, and there have been some underhand marketing exploits, as the ‘popular’ link explains.
Yes, it’s massively derided. But I know about it, and I’m willing to bet 75% of the people who read my little missive today will know about it.
Basically, the end of this little analogy is just to say – agencies (be you digital, ATL or integrated) make your ads stand out and get people talking. Cutting through the dross is half the battle. I’m not sure if everyone liked the Tango ads at the time, but damn, weren’t they spectacular in terms of sales/word of mouth. And so are the Cillit Bang ads, I have to say.
And finally – never buy Marmite. People don’t like you when you do.