Recently, a couple of my favorite bloggers argued that TV commercials and logos do not ultimately affect purchasing behavior. Same can be said about banners, print ads, and billboards. After all, isn’t it the product that ultimately sells, not something superficially crafted for a brand campaign?
I want to call attention to a type of branding, one the most antiquated of them all : Subway’s 5-dollar footlong jingle. Links:
- The Jingle (and Commercial)–for those who haven’t heard it.
- Over 2,000 remixes, commercial re-posts, music videos of the Jingle on YouTube.
- The $5 Curse.
This jingle impacted my life. Given the economy, high-cost of food in NYC, and personal distance from a grocery store, Subway sandwiches now comprise a sizable portion of my diet. I see a Subway–the jingle replays in my head. It’s an advertisers wet dream. (awesome write-up from Slate Magazine).
But I’m not suggesting that the jingle be added to every marketer’s toolbox. Most jingles suck. “When a jingle’s bad, it’s very bad…done wrong, it can make your eyes bleed” (via Slate).
But with enough luck, creativity, and strategy, there will be a few successes in a sea of failures (and go Black Swan-esque).
Your Facebook app will probably fail. No one will follow you on Twitter. The corporate blog has no subscribers. The authors of such company efforts probably looked at Whopper Sacrifice or Zappos’s Twitter and assumed a mediocre job would lead to similar success.
In Short: discounting marketing tactics that historically performed poorly overlooks the few companies that innovate and serve as the future industry model. But a half-ass, imitative effort will definitely not get you there.