For over three decades, I have been at the forefront of brand positioning, mastering the timeless art of storytelling that transcends generations and mediums. From the golden age of print advertising to the dynamic landscape of digital media, the essence of a compelling narrative remains unchanged. Think of the iconic campaigns that have shaped our culture, from the unforgettable imagery of classic television commercials to the engaging content that fills our social feeds today. The core principle is the same: connect with your audience on a human level. My experience has taught me that whether through a captivating print ad or an immersive online experience, the power of a well-told story can elevate a brand and create lasting impressions. In a world where attention spans are fleeting, the ability to craft narratives that resonate is more crucial than ever. Let’s harness the consistency of storytelling across the ages to breathe new life into your brand and captivate your audience.
Since price brands had copied their recipe, Purina told us Dog Chow was a parity product. The Account Director and I developed the strategy. How did they get their recipe? Research. Why? Improve it. Why? Healthier dogs. So what? Lived longer. Tweaked (Helping Pets Live Longer, Healthier Lives) this became Ralson’s global, corporate positioning for a decade. Born from a ‘parity’ product. Listen to the announcers last line in telling the story: “There’s nothing better for your dog.” Parity claim. Strategy isn’t one thing. It’s everything.
I could write a book about this spot. That it is the only commercial Tom Waits ever did is just one element to the story. I don’t think I have ever overcome so many obstacles to get a spot approved, produced and on the air. It won a Lion at Cannes and when I told the client, he just said, “That’s nice. I’m up three share points.“
Sometimes being ‘creative’ means outsmarting money. More to the point, lack of it. Launching a new packaged good product with marginal media weights. So I used traditional packaged goods structuring but used the TV screen as a canvas to create awareness. I had people asking me, “Why did you do that in blacklight?” The question was the answer. They remembered it.
For 25 years, The Eastern Shuttle (guaranteed flight between Washington, New York and Boston…if a plane was full they pulled up another one) had a monoply. I was hired to launch the Pan Am Shuttle and made the decision to take on Eastern head-on, naming names. Everybody hated Eastern. Even its employees. In two months, flying out of an airport no one knew existed, we had taken 30% of their market. And growing. Then a business tycoon decided it would be a good idea to buy the Eastern Shuttle. His name was Donald Trump.
A commodity product that had gone from 90% share to 50%. I developed the strategy to find new uses. In testing, two totally different style animatics scored an identical 82% unaided recall; the second highest score JWT ever had. And there was two of them. A print ad, with no coupon, no bold type but directions on how to write to get recipes written in the body copy had the highest redemption the client ever had. There is a reason I preach strategies. It’s called, ‘results’.
A spot I wrote and directed for. company specializing in using non actors…real people…for both commercials and promotional films. When you don’t have the budget or the talent pool for professional performers, with the proper direction, real people can work exceptionally well.
Never underestimate the power of strong strategies. And don’t think you succeed by covering up a lack of strategic thinking with pretty pictures and production gimmicks.