Want Your Message To Stick? Tell A Story | by Sean Blanda


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Ilustration: Oscar Ramos Orozco
It’s the reason Steve Jobs sold millions of iPods by skipping the technical specifications and simply stating that one thousand songs could now fit in your pocket. It’s the reason trial lawyers appeal to a jury’s humanity as much as the letter of the law. It’s the reason political candidates fight to define each other’s narrative. When human beings need to persuade people about ideas, we tell stories.

Telling A Great Story
In 2007, the American Association of Advertising Agencies published the results of a two-and-a-half year study“For the most part, ads that tell stories and engage and involve consumers create stronger emotional relevance than product-centric ads,” the study concluded. that charted the effectiveness of two types of ads: ads that told a story and ads that appealed to rational reasoning. The result? Leer más “Want Your Message To Stick? Tell A Story | by Sean Blanda”

NFL Buzz: Coors Leads Light Beer Category

Many of the top-selling beer brands have been losing sales volume, as recession-stricken consumers have cut back their alcohol consumption or sought out cheaper brews. But that hasn’t stopped leading brands form launching new ads this NFL season. In fact, Miller Lite, Coors Lite and Bud Light have all moved up in buzz score with men over 21, per market research firm YouGov.

The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week’s report also measures consumer willingness to recommend a brand.

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.

The report spotlights:

• Beer brands
• Nissan
• Quaker Oats

Beer Brands Eye NFL Fans
The 2010-2011 NFL season has kicked off with an onslaught of new beer advertising.

In several major cities, MillerCoors has been tinkering with its product longevity by offering a new $20 draft beer box that keeps the product fresh for about 30 days. Both Miller Lite and Coors Lite are served in 1.5-gallon Home Draft boxes.

Leading up to kick off time, Coors Lite has improved the most, jumping from 36.7 at the beginning of August, leapfrogging the other two brands, and ending up at its current score of 53. Bud Light spent most of August in the low to mid 30s but then took off just before Labor Day, hitting 45.9 in time for the first game. Miller Lite hit a peak around Labor Day at 51.1 and has since drifted down slightly.



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Many of the top-selling beer brands have been losing sales volume, as recession-stricken consumers have cut back their alcohol consumption or sought out cheaper brews. But that hasn’t stopped leading brands form launching new ads this NFL season. In fact, Miller Lite, Coors Lite and Bud Light have all moved up in buzz score with men over 21, per market research firm YouGov.

The Brandweek BrandIndex Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. This week’s report also measures consumer willingness to recommend a brand.

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.

The report spotlights:

•    Beer brands
•    Nissan
•    Quaker Oats

Beer Brands Eye NFL Fans
The 2010-2011 NFL season has kicked off with an onslaught of new beer advertising.

In several major cities, MillerCoors has been tinkering with its product longevity by offering a new $20 draft beer box that keeps the product fresh for about 30 days. Both Miller Lite and Coors Lite are served in 1.5-gallon Home Draft boxes.

Leading up to kick off time, Coors Lite has improved the most, jumping from 36.7 at the beginning of August, leapfrogging the other two brands, and ending up at its current score of 53. Bud Light spent most of August in the low to mid 30s but then took off just before Labor Day, hitting 45.9 in time for the first game. Miller Lite hit a peak around Labor Day at 51.1 and has since drifted down slightly.

Leer más “NFL Buzz: Coors Leads Light Beer Category”