SME Branding Lesson #6 – Be Incredibly Credible
We are all just too familiar with the tempting voice of adverts and the seductive messages of point of sale installations that convince us to part with our money and feel good about it. This is one of the finest artforms of brand advertising and marketing – but there is also the danger to turn an incredible statement into a incredibly laughable one that could have the opposite effect.
I am not saying that nanoblur is not working or not flying off the shelves at Boots, but their small print had the opposite effect of reassuring and supporting their sales pitch. 45 people tested it and therefore it must be true that it makes skin flawless in seconds? Would it really have cost them that much to at least do 100? Better more? (I have no idea about clinical studies so perhaps it is unachievable for brands to do that but it seems such a small number of people, I wonder if they were better off making their statement a bit less incredible but not having to spoil it with ASA ruling copy that makes it sound a touch ridiculous.
The Vauxhall Lifetime Warranty adverts sparked off complaints about being misleading and were subsequently forced to change their campaign following a ruling by the Advertising Standards Authority.
Quite a different area of ‘business’, the church of Nottingham had to change a claim they were making in one of their flyers.
Dennis Penaluna from the Nottingham Secular Society said he was shocked by the leaflet.
“I couldn’t believe the overarching, ridiculous, unfounded claims they were making. They can’t be substantiated,” he said. “It’s a dangerous nonsense. People who are ill or vulnerable can be easily persuaded. They will grasp at anything.”
Read an article about this on the bbc news website.
Another brand that promised more than it could keep is Baby Einstein, a Disney product extension targeting babies and toddlers giving parents the idea that the DVDs are educational. “There is evidence to show that screen based activity is bad for the brain.” says Pippa Smith, founder of lobby group Mediamarch. The company decided to offer parents a re-fund for DVDs purchased in the last 5 years – certainly not a great indicator for success.
Similarly, Heinz was reprimanded following ‘ridiculous claims’ in their infant formula ads. They said that its product could support the growth of infant brains, bodies and immune systems. The ad voiced that each child needs a “special combination of nutrients to sustain the incredible growth in its brain, body and immune system.” It added that Heinz had produced Nurture specifically in order to “provide for those three essential aspects of growth.” The commercial concluded by saying that Nurture would help “nourish, protect and develop your baby.”
The ASA rejected Heinz’s claims and ruled that the advert falsely implied specific health benefits instead of general nutritional content. The ASA said: “We concluded, therefore, that the claim was unsubstantiated and the ad was unacceptable.”
So, it seems that whilst it is understandably tempting to use provocative and attention-grabbing headlines in brand advertising, there are a few things to bear in mind.
- Be realistic about what you are promising and what you can deliver
- Don’t rely on great statements without backing them up with great evidence
- Don’t patronise your customers – respect their knowledge and experience even if you are the expert in your field
- Use marketing methods, such as money back guarantees, as a way to instill confidence in a purchase
- Be clear, simple and concise in your brand messages and offerings (KISS your Brand)
- Be creative in your copy. In fact, be amazing. Use engaging details to tell your brand story and shine a spotlight on how your brand is different – but be honest
I may be on my own feeling like I am being taken for a fool with the ‘nanoblur 10 years younger claim’, but if I part with £20 for a small tub of face cream, I would prefer to be reassured by more than a busload of people. As it is, the product has settled as nanoblurb in my mind and makes me smile, but not buy it.