By Dian Hasan | December 20, 2009
Communicating effective marketing messages that strike a chord with the audience – is the result of a thorough and in-depth understanding of a company’s identity DNA. A crucial exercise that is even more applicable today, in building strong and compelling Brands. Brand Building is all about going beyond the functions & benefits of a product and service (Functional Value), and into the Emotional and Symbolic Values.
Universally, all companies get their Functional Value messages right, as this is the easiest and most logical part of brand building. No guess work involved! As it deals with the most fundamental part of the brain – the Cortex – that computes logic, math & generates analysis.
New York’s Mount Sinai Hospital captured their symbolic value impeccably, through print ads that deal with life’s more difficult challenges. Matters of life and death. Powerful copy accompanies stunning black and white photography done on a sephia backdrop, even putting in lighthearted humor to portray life’s difficult choices of heart surgery, the dire challenge of finding (and waiting for) organ donors, undergoing life-threatening cancer treatments. These are just some examples.
Source: Branding Eye