Talks to Event Magazine

Experiential events must pay attention to wording if they want to trigger the desired reaction in consumers. Clare Andrew talks to Event Magazine about how the power of brands influences shopper habits.

Just do it.’ When you see these words, what is the first thing that comes into your head? Nike? The power of those three words means the brand has now become instantly recognisable as one of the world’s most popular sports companies. Not only do they denote throwing yourself into a challenge or trying something new, they have also become associated with the brand and its ethics. Words can be interpreted in many different ways. To some people, a word such as ‘compete’ may have positive connotations, while to someone else it may create negative images in their head. Wording can help brands connect with their target audiences and draw the eye to marketing campaigns.

Too much wording can result in consumers getting lost. However, using just the right number of choice words will enable audiences to understand what the brand is selling to them, and they will be left with this choice language imprinted in their minds. If you could count how many adverts you have seen or heard since you woke up this morning, and, more importantly, how many memorable slogans you have seen, you would realise that it could be hundreds, if not more.

Schweppes recently created a campaign with the words, ‘Men have status. Boys are busy updating theirs’. The connotations from this simple slogan imply that the drink is sophisticated and cool and creates a feel-good factor for those ‘men’ who do drink Schweppes. Whether a brand has existed for years or whether it’s completely new, everything from its name to the slogan makes an impression on consumers. It needs to create a connection with target audiences in order to gain their trust. Slogans that make people think, or use a clever play on words, can perfect a campaign. Catchy slogans that use rhyme or alliteration to connect the phrase to the brand also tend to be well remembered. One notable example is ‘Lick the lid of life’ for Müller yogurt.

When looking at experiential events, everything that is displayed to the consumer can either make or break whether that consumer invests in the brand. But it’s emotion that makes campaigns memorable. Whether it’s the story in an advert, the music or the wording used, the more emotive a campaign is, the more likely the audience will remember and talk about it. The De Beers ‘A diamond is forever’ advert uses a memorable slogan and engages the emotional side of the brain. It touches a ‘love’ button on the right side and, consequently, the slogan has been used for decades. Most importantly, a brand must deliver on the wording in its campaigns. If it uses words in branding material like ‘prestige’ or ‘amazing’, the product must fit the bill. If not, trust will be lost.

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