A good ad makes you feel attached to the brand. It makes you feel smart, more informed, happy, or at least makes you laugh. You remember the brand because it made a connection with you. Bad ads, they annoy you. Like local car dealership commercials. Shouting at you gets your attention, but you certainly aren't inclined to rush right out and meet the shouting guy.
The key difference is really about the brand experience. It is the impression you take away from visual and verbal cues of a brand. Think about the masters of brand experience - Starbucks, Barnes & Noble, Apple, Nike, and Burton. They have mastered a consistency across all of their consumer touch points, so that no matter if you are online, in the store, or interacting with the product, you are having the same experience. You'll notice a few commonalities among these brands:
- Stylized logos
- Innovative Product Designs
- Social communities centered around the product
- Informative websites filled with rich content
- Lack of "in your face, buy my product now" salespeople
Tomorrow we'll use the first Etsy shop critique to explain specific changes you can make to drive your brand experience.