Brand power, premium and potential: How and why it is different and the same in CEE

Peter Walshe
BrandZ Millward Brown, UK

Introduction

The initial question you need to ask yourself is what makes a brand a success? To answer this you need to consider the following:

What do eyebrows, a violin and some invisible fish have in common?

The answer is that they are all connected by memorable acts of creativity and so are in their own ways meaningfully different. Let me explain briefly.

Eyebrows. Imagine you are sitting in a crowded cinema waiting for the feature film to begin, just as was my colleague Dominic Twose.1) People around him were talking and laughing and then an ad started. This ad featured two serious-looking children, a boy and a girl, sitting side by side and facing the camera. A lively electropop tune began to play, and the children, still unsmiling, began moving their eyebrows in rhythm to the music. Within seconds, a hush fell over the entire cinema as the children's eyebrow gyrations became faster and more complex. Conversations stopped as everyone turned their focus to the facial gymnastics being performed on the screen. That ad for Cadbury's Dairy Milk is a great example of one of the chief benefits of creativity in advertising: Creativity can grab attention. It can suggest the brand is meaningfully different. When people are not really interested in hearing about brands – which is most of the time – they're not really interested in looking at ads either. Creativity can make people stop what they're doing and pay attention, even when they know what they are looking at is just an ad.