I got a little blip about Kiwi shoe shine's new "fast action movies." I watched the first movie and thought to myself, "What's the point?" Then I watched the second movie and found myself rooting for the star, an animated little bird.
I can't explain it but there is no doubt in my mind that the next time I reach for shoe polish I'll choose Kiwi sponges because it goes on fast and is 'fun.'
Fun???
And that's when it hit me--I was branded! After two tiny animated movies I was indeed imprinted (branded) effectively. The colors, the theme, rooting for the little guy-- it all added up to produce an image with feeling in my brain--that Kiwi (bird) is fast and fun.
This is the power of marketing with videos. You deliver the most relevant message in an emotional way and it just sticks in our heads forever--nature's imprinting effect.
Since I like engaging discussions about how "the man behind the curtain" influences us-- I want to ask you --
"What other decisions were made about the look, sound, and feel of these "fast movies" to create the effect that the marketing industry refers to as "branding"? I already pointed out the decisions to include the concepts of FAST, FUN, and ROUTING FOR THE LITTLE GUY. But what else do you see in these videos that produce effective branding?
This is the power of marketing with videos. You deliver the most relevant message in an emotional way and it just sticks in our heads forever--nature's imprinting effect.
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