Posted by Mike Woroniak, Chief Creative Officer + Managing Partner, Arcas Advertising
In advertising lingo, the term “effective frequency” describes the amount of times a consumer should be exposed to a particular advertising message – like a tagline – before the desired response of recalling/comprehending a message is achieved.
Create a long term brand message
Industry research has suggested that over time messages are more effective when repeated. Yet all too often many brand marketers abandon their ad campaigns, taglines and brand positioning strategies much too early.
Vehicle makers and destination brands are often major culprits in this area due to various factors such as frequent brand decision-maker turnover, perceived competitor marketing advantages, constant KPI pressures and also plain old boredom with an established or current direction.
Consistent ad messaging? Chalk one up for Utah!
The state of Utah is a favourite example of ours of an ever-changing brand strategy that finally adopted a brand position for the long term. Since the early 1950s, the state has implemented and continually revised an overwhelming and confusing scope of tagline/slogans. Past examples include:
- ‘Utah. The Friendly State.’
- ‘Utah. Land of Colour.’
- ‘Utah – the Unique’
- ‘Ski Utah’
- ‘A Pretty, Great State’
- ‘The Greatest Snow on Earth’
- ‘Utah! Where Ideas Connect.’
Utah’s current tagline is ‘Life Elevated’. Surprisingly, it has now been the state’s positioning for almost a decade. This commitment by Utah to a long term positioning is a great choice – it is even now emblazoned on the state’s license plate (a terrific ‘travelling billboard’ medium for promoting a destination brand’s position.)
Truth in advertising is an asset
The only factor for any tagline or brand position that always needs key consideration is that the line or positioning itself makes sense and is an accurate depiction – and ideally a truth – for what ‘Joe and Jane Consumer’ can expect from the offering. In this case, Utah seems to aim in striking a chord with an aspirational claim of the state’s quality of life for both residents and visitors, as well as touting its geographical proximity to mountains for scenery and recreational opportunities.
Texas knows the power of brand advertising
In contrast, as perhaps a more substantive and truth-based tagline/positioning claim, Texas has been a model of consistency paired with a bold claim – having utilized their positioning tagline, ‘Texas. It’s like a whole other country.’ for several decades.
The sentiment is not only an obvious nod to the state’s enormous physical size and varied offerings, it is also a hint to its legendary maverick-like history and personality swagger.
Two words: repetition and consistency
In closing, our belief is that repetition and consistency are essential and should be considered, developed and implemented in all marketing, branding and advertising strategies – be it through ad placement mediums, key messages, taglines or spokespeople – think of Dodge Ram’s current run with their iconic voiceover, actor Sam Elliot – along with a consistent application of imagery that works as a whole to keep a brand’s products and services in the forefront of the target audience’s mind.