Advertising agencies implement various tools and processes which should be understood by those in account servicing departments. 360-degree branding tries to ensure that a brand is visible to customers throughout. It focuses on creating a brand which is centered on customer requirements. Brand asset valuator is an advertising model that measures brand value through differentiation, relevance, esteem and knowledge. Differentiation refers to how a brand stands apart from the competitors. A brand should be built and maintained uniquely. Relevance is the perceived significance of a brand to the consumer market. This importance measures the fitness of a brand to customers on a personal level. Esteem is the expected customer perception on the popularity and quality of a brand. Knowledge is the consumer’s awareness concerning the brand and its identity. According to Laurel (2003) & Adamson (2006) both tools aim at making the brand acceptable to consumers. However, the brand asset valuator does so in a broader way through relevance, differentiation, knowledge, and esteem (Clifton et al 2003).
Ogilvy and Mather are among the largest communication companies that use the 360-degree brand capabilities to determine the necessity of each discipline in building a brand. Their role as 360 brand stewards is creating attention messages that make promises that are consistent with the brand’s identity and image. Y&R uses Brand Asset Valuator to give a unique perspective of a brand’s perfect role and status. BAV uses data from different sources to analyze potential and current brand sponsors and partners (Gerzema & Lebar 2008).
“Do not drink and drive” is an outdoor advertisement that demonstrates that spare parts for human beings are not as original as those for vehicles. These advert’s message is short, clear and straight to the point. The main point which is ‘Do not drink and drive’ is the central message in the advert. The results of use are demonstrated by the baby with broken plastic legs to show that they are not durable. The advert contains an inspiring idea whose message comes across accessible and relevant. The message is original with some emotional effect that makes people be careful while on the road.
Outdoor adverts should be kept simple with a single message that has a great street presence. The adverts should also involve the viewer through the use of aesthetic, humor and intrigue. The ‘don’t drink and drive’ advert is artistic because the sharp visuals appeal to the senses of a viewer. The distance is also a factor that should be considered because most viewers are in motion. The advert is large enough making it readable and well designed. The use of color is another guideline to effective outdoor advertisements. An advert should use colors of high contrast and value. Font type, choice, and style are essential factors for the readability of out of home advertisements. Word and letter spacing require considerable care and the use of simple typefaces. Ultra-bold and ultra-thin fonts are not recommended. Thick typefaces are blobs from a distance while delicate strokes fade and disappear (Shimp 2010).
These guidelines were applied in the advertisement which makes it an active outdoor ad. It also establishes the right mindset and the target audience gets the point straight away. The advert is well presented with clarity, good preparation, and audience connection. This advertisement is creative and timely since most people want to live longer and better.
LAUREL, B. (2003). Design research: methods and perspectives. Cambridge, Mass. ; London, England, MIT Press.
ADAMSON, A. P. (2006). Brand simple: How the best brands keep it simple and succeed. Basingstoke, Palgrave Macmillan.
CLIFTON, R., SIMMONS, J., & AHMAD, S. (2003). Brands and branding. London, Profile Books. http://www.books24x7.com/marc.asp?bookid=15671.
GERZEMA, J., & LEBAR, E. (2008). The brand bubble: the looming crisis in brand value and how to avoid it. San Francisco, Calif, Jossey-Bass.
SHIMP, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communications. Mason, Ohio, South-Western Cengage Learning.