Use The New Toys When You Know How You Want Them To Work | Hall & Partners

Use the new toys when you know how you want them to work

Don’t be distracted by the shiny toys if they don’t obviously fit with the brand’s strategy, identity and messaging. Consider how they may serve the brand rather than the other way around. Augmented and virtual realities, digital experiences, even the creation of bespoke apps – don’t build all of these and more into advertising campaigns unless they truly add something.

In our dash for new digital developments, we’re sometimes too hasty in discarding practices that made advertising successful in the first place. Just because there are a hundred different ways of reaching people, doesn’t mean anybody’s paying attention.

Equally, targeting because it’s possible may not always build a brand. If you’re in a big market, it pays to advertise to everybody because if you only talk to people using your brand, you’re talking to a declining base. Reach drives growth.


Targeting because it’s possible may not always build a brand


Every generation discards methods the previous lived by. But in our digital age there’s a danger of throwing the baby out with the bathwater. Brands are too easily seduced by chasing, for instance, content virality, that they neglect to build using traditional, emotionally-led, creative channels. The fundamentals of understanding why advertising works and how to apply those factors to the new world are even more vital.

There has always been a laudable desire to stay on trend. It’s the essence of creativity and the key to attracting new audiences. But sometimes these vast new canvases that enable fresh creative expressions distract from the brand’s core task.

Instead of figuring out ‘How do we make our brand come to life in this new thing?’ we ask ‘What do we do with the new thing?’ And therein lies the disconnect.

Check out more Big Thinking Articles

Travel and tourism are struggling right now, but a new future for hospitality beckons

Conscious Health webinar highlights

We made the GRIT ‘Top 50 Most Innovative Companies’

The key to creating better habits? Temptation bundling

PharmaExec: Hall & Partners on purposeful partnerships for a post-COVID era

WARC: Hall & Partners explain how pharma can keep building trust

Research Live: Vanella Jackson explains why a new approach to brand evaluation is needed

Conscious Brands 100: a new way to measure world-leading brands

AdWeek: Hall & Partners comment on Microsoft ranking most Conscious Brand

The Grocer: Hall & Partners comment on the Union Jack & packaging

Previous
Next
About Hall & Partners

Hall & Partners is a global insight agency that specializes in quantitative and qualitative market research, data analytics and strategic consultancy.

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organizations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilize over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

Subscribe to our newsletter

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.

© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.

Signup for our Newsletter

A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.