>I really don’t understand why some brands use stories that are offensive to the prospective audience. They aren’t ‘inviting’ as required by the D.I.R.T.Y. (different, inviting, relevant, truthful and yours) brand model to which I subscribe.
A posting in Walt Koschnitzke’s Brand Ad vice blog discusses a local cable commercial that has the effect of fingernails on a chalkboard for him. The Capital One commercials are so negative that I don’t want to have anything to do with the brand.
And then there’s the cell phone commercial in which the lead actor gives a testimonial while a man in a lobster suit gets caught in a revolving door in the background. What’s that about? Does anybody even hear the pitch?
On the other end of the spectrum are the Hallmark Cards commercials. They’re actually little movies that invite you into a little slice of life. Even the local furniture store – pick one, any one – uses an inviting message to tell the story about this week’s sale!
Do you know of other brand messages that are inviting? Which ones are not inviting?