Lately I have been thinking about a big question relating to communicative branding: How do we make our consumers feel relevant to our products and services?  Traditionally, marketing has been all about repeating and repeating product names and features, repeating again, pushing and shouting at the consumer via the mass media.


This approach is losing effectiveness.  We are heading towards an era in which brand perceptions are shaped by customers, instead of forged by the seller.

Still, many marketers use the traditional approach to sell, pounding away: “We are good!  We are unique!  Therefore our products are good! ”  The consumer has become cynical and resistant to such overt pitching.  So the question becomes, once you define your brand attributes, how to release them into the market and have your target audience “feel” relevant to your product without having to promote it too hard in a sea of competing messages.

These two commercials are excellent examples of “letting brand attributes go” without over selling:

In these commercials, relevancies are key.  The first commercial sells permanent markers and lets the meaning of “permanent” go. The concept of permanent in relation to their products is not perceived until the end of commercial, at which time it achieves a great, humorous, almost transformational relevancy.  The other commercial takes a similar approach: it is all about “relaxation,” and does not promote hotel services until the very end.

In each, the brand attributes are so relevant to us that we experience an empathy with the product by the end of the commercial.

Sometimes, we should not push our services and products too hard. In the long run, creating a sense of relevancy could be the most effective way to draw your customers’ attention to your products and services, without aggressive promotion.

Are your brand attributes communicating? If not, contact LakeOMedia!.


I often blog about how to localize your brand for the Japanese market. You should carefully examine if your brand attributes need to be localized. 

However, some companies can stay with consistent global brand attributes: Ritz and Oreo are the good examples. You see the cultural adjustments here but these TV commercials clearly show the same product attributes.

Ritz commercial

Ritz commercial in Japan


OREO commercial

OREO commercial  in Japan

Marketing in Japan? Contact LakeOMedia!