KATIE FREEDLE

T A L K I N G F R O M WHAT SHE THINKS

THE INDUSTRY.

ON ADVERTISINGSHE KNOWS ABOUT

WHY SHOULD

ADVERTISINGL O O K M O R E

ART?l i k e

I T I S I M P O R A N T TO N OT O N LY S P R I N K L E

A D V E R T I S I N G W I T H A R T A N D D E S I G N B U T

TO S U B M E R G E I T Sometimes advertising forgets that its purpose is not to exclusively talk to competing parts of the advertising world but to address the broader creative commutnication silos including the fine arts, architecture, fashion, music and industrial design.

Fully embracing and integrating the arts enhances the message in a humanistic way, creating a more relevant and meaningful exchange of communication between the creator and audience. This is also important for creating transparency and authenticity in a message as well.

Because of the invasive nature of capitalism, we are constantly bombarded with hundreds of advertising messages a day. The ugly, annoying, crappy ones are becoming increasingly easier to tune out since the relevant and beautiful ones may only be minutes away. Keep in mind that

brand choices are usually unlimited, making it increasingly important for brands to leverage differentiation using art and design.

A good advertisement knows its consumer’s ideal profile: their hobbies, salary, values and desires. Its design needs to reek of those personality traits in order to deeply resonate with its consumer. When people who are passionate and talented use art to express these humanistic merits, its genuineness is more apparent in the execution and increases its overall effectiveness and appeal.

If you are not an “artist”, think and problem solve like one. Dig deep for a compelling, conceptual, logical, strategic problem solving calling and find a way to be an impactful communicator of the arts.

A LWAY S T U R N TO A R T F O R I N S P I R AT I O N, N OT OT H E R A D S

HOW DOES ABRANDBECOME

and how does advertising build relationsihps?

MORE THAN ATRADEMARK

FOCUSED PURPOSE

KARMA

Differentiation

TRANSPARACNCY

STORY

The consumer should be able to have an authentic relationship and engage in fluid interaction with a brand’s persona.

In order to make a deeper connection between brand and consumer several aspects must be clearly communicated and applied through strategic advertising:

PERSONALITY

:Have a definite voice that speaks to its market. Linking humanistic virtues will allow the consumer to resonate with the brand on a deeper level.

: Build trust by being real and passionate; actually care about

the consumer’s happiness and be HONEST.

: The aura and people’s gut feeling create a perception of the brand which will collectively determine its genuine reputation. Find the essence of the brand and personify the hell out of it.

: Live up to company promises, don’t fuck up, break trust or let down consumers. If you do, fix it…now. Give back to the community and generate meaningful and relevant content that is not only beneficial but makes a difference to the consumer’s life.

:Stand out. Be unique to other brands by quickly taking

advantage of new trends.

: Position the brand only in the market that it will triumph and resonate most with the consumer. Don’t try to be `market-share greedy or spread the brand too thin. Remember you won’t appease everyone so target the most logical demographic.

D I G I TA LD I G I TA LD I G I TA LD I G I TA L

HOW DO DIGITAL CAPABILITES DOMINATE INTERACTIVE STRATEGIES?

The digital world has expanded consumer’s access to direct interactive abilities with brands significantly. Not only do we “like” brands on Facebook and “follow” them on Twitter, which is then a part of our personal identity for all our friends to see, but we also participate in their online campaigns and essentially produce free advertising for them.

This opportunity to leverage the digital world has expanded the opened an entirely unique way to strategize a brand’s web usage. Of course, the idea of an online brand presence has been strong for a few years now but the “norm” of advertising is fiercely making its way to the interactive digital sphere and it’s trampling those who have yet to make the cyber switch.

Widmere and Doritos have executed successful interactive campaigns that are conduced online to encourage consumers-generated content. Powel’s Bookstore, San Francisco ZOO was smart for tsetting up psychical photo opts for consumers to snap shots of themselves in front of branded paraphernalia, the infamous

I N T E R A C T I V EI N T E R A C T I V EI N T E R A C T I V EI N T E R A C T I V E

Powell’s marquee and various ‘friendly’ animals/insects from the zoo, instantly uploading them online. It wasn’t part of Powell’s initial plan to

inspire people to go as far as to use the photos for Facebook profiles and holiday cards. The

campaign created an entirely new community on its own. Some would come to Powell’s solely for

the photo.

With a blissfully low budget and content that spreads like the swine, including a digitally interactive strategy into a campaign seems

obvious, but it isn’t right for everyone. To be able to influence people to

include a “branded” photo on their Facebook or spend the time making a video for your company

means they have to really like you and identify with you first. If the stage of a brand’s reputation

isn’t ready to be integrated into the digital world through a heavily interactive campaign, it would be strategically wise to hold off on such a ballsy

endeavor until it has establish more of a solid following and personality.

The soaring number of brands hopping on the steadily exciting cyber-advertising trend has

made an online presence seem crucial to staying in the competition. The interactive aspect

of advertising has found a way to give back to the consumer by making them feel special while

identifying with the brand in a deeper way. However, only choose to execute such campaigns

if it fits your brand’s personality.