Advertising, especially online advertising, is a constant struggle to stand out from the noise. Branding is a constant struggle to associate your business with attributes that truly reflect who you are.
Rolex pulled of some advertising and branding magic with this simple, yet exceedingly effective online ad.
Rolex is clearly trying to establish themselves as the world's greatest timepiece. I also know that the golfing community is a target audience of theirs. So, you can see the creative genius of this small ad - it's on a golfing web site and tied directly to the concept of time (tee times in this case).
Simple. Targeted. Genius.
LESSONS FOR BUSINESS:
1) Understand exactly who your target audience is (in this case, golf fans).
2) Understand where they spend time online (in this case, PGATour.com).
3) Decide what brand attributes you want connected to your brand (in this case, timekeeping excellence).
4) Create an ad that stands out from the noise and establishes your brand attribute.
5) Creativity counts (in this case, advertising a timepiece next to the tee TIMES).
- Are you as impressed?
- Do you know of other examples?
- Anything you don't like about the ad? (for example, there's no call to action)
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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