The Good, The Brand, and The Ugly

Happy Friday,

How was your week?

This week, I'll share some of my favs and not-so-favs of 2024. I've used Gemini and Notebook LM to help me analyze all 52 newsletters.

My ultimate winner in 2024 was the Dunkin Donuts Super Bowl campaign. I loved everything about it from the teaser, the videos, 2 and 3, the song, and the tracksuit (that's a want). 

3 takeaways kept bubbling up all year;

1. The power of storytelling and emotional connection: 

   • Being story-driven, not product-focused. (1220)

   • Using nostalgia to connect functional benefits to emotional ones.

   • Think of Volvo and Coca-Cola holiday campaigns

2. The importance of authenticity, consistency, and distinctiveness: 

   • Maintain an authentic brand voice, even when using AI.

   • Demonstrate consistency across all touchpoints.

   • Think of Liquid Death, Dove, and even Taylor Swift. 

3. The need to adapt to changing consumer behaviour and trends:

   • Understanding the preferences of Gen Z.

   • Leaning into viral trends.

   • Adapting to new technologies like AI.

   • Think of Cerave, Heinz, and even Xbox.

My favourites brand campaigns were:

• Dove's "Beauty Never Gets Old" highlights the beauty of women over 60 and promotes inclusivity. Their last one, Most Likely To, is also quite compelling if you have daughters.

• Liquid Death's for targeting a specific audience and differentiating itself from traditional water brands. Their last one, The Dehydrator, keeps it honest.

• Cerave's collaboration with Michael Cera: Successfully resonating with Gen Z and generating widespread appeal.  If the copy is a form of flattery, Hellman's loved it.

• Paris's branding during the Olympics: Seamlessly integrating the Games into the city's iconic landmarks. No pressure LA

• Assume that I Can: Reframing perceptions and showcasing the strength and resilience of children facing health challenges. This one also does a great job of reframing perceptions. 

Sadly, Jaguar, Bumble and Apple missed the mark and failed to resonate with their target audience by not : 

• Avoiding drastic deviations from your established brand identity and messaging

• Rather than imitating others, focus on creating original content that reflects your brand's values and resonates with your target audience.

• Ensure their campaigns are aligned with consumer preferences and cultural sensitivities to avoid misinterpretations and negative reactions.

And not flush hard-earned brand equity down the drain. 

I enjoy writing, sipping and branding, but I love getting your replies even more, sooo what was your favourite for 2024?

Happy New Year ❣️

See you next week