What is Brand Amplification?
Staff Writer
Brand amplification is simply taking a product line and
increasing not only its visibility but viability through the
use of language and descriptive text carefully designed to
attract and hold the potential buyer’s interest.
Sometimes, it is through the use of a keyword, such as “It”
for Ebay, and sometimes it can be an icon, such as the gecko
icon used by the Geico Insurance Company, designed first as a
humorous “mistaken identity” concept. In two fell swoops, the
insurance carrier capitalized on humor and the creative use of
a mascot for their company, the Geico Gecko. The icon is so
saturated into popular culture that it is instantly
recognized.
Ebay already has a huge presence in the culture to the point
of the concept itself becoming a part of our lexicon. Their
new “It” campaign not only uses the word to promote the idea
of being able to find “it” on their website, but they actually
created a commercial where the word itself is shaped into
various objects.
These two campaigns are great examples of what can be done
with a product or service that reaches a wide audience. The
ability to promote a concept that uses visual means is
extremely important. Television is already a huge part of our
culture, and commercials have taken their place as well.
Society attributes commercials for how they communicate the
necessity and “coolness” of a product to such a degree that
they become part of pop culture.
A message about your product or service should be marketed
with a catchy script, striking and rapid visuals. Today’s
audience has such a short attention span, they have to be
dazzled in 30 seconds or less. A catchy jingle has to appeal
to a targeted demographic to get the most exposure. And,
naturally, it must convey a clear reason why your product or
service must exceed all the rest in importance. There also has
to be balance in your promotional efforts. Too much gloss or
flash and your message can get “lost.” It’s important to work
with a marketing/communications firm that can take your
message and massage it into something the audience will
devour. You want to be able to reach your target audience in a
way that they will never forget your message. Allegheny
Productions will get your message out in a way that will
please as well as properly inform your potential customers.
Get your “it” to the public. We’ll help you make “it” happen!
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