Brand design and brand advertising includes every impression that a brand has with the consuming public. It can affect the perceived cache’, perceived benefits and superiorities. And yes, it definitely can affect the purchasing decision. Then, why create and produce selling or promotional advertising?
Do not ask a brand agency this question. Brand agencies believe that it “deteriorates” the brand. First, let me say that I love brand advertising. But without promotional and marketing specifically to drive sales, the competition will kill you. Just ask JCPenney. When former CEO Ron Johnson tried to do everyday pricing, it nearly bankrupted the retail giant. The same goes for brands that are not retailers.
Car companies, consumer products, service industries, hospitality industries all need to incorporate selling and promotional ideas into their marketing plan.
Any retail or promotional advertising that is created must have the brand strategy in mind. It must keep the look, tone and feel of the brand. But must communicate more reasons to purchase now!
Let’s take a look at some examples:
LEXUS
Branding Print Ad
Event Online Ad
MACY'S
Macy's Branding Ad
Macy's Memorial Day Sale Ad
ROCK & REPUBLIC
Rock & Republic Branding Ad
Rock & Republic Sales Event Ad