“I’ll Make You Famous” – Being Remembered for the Right Reasons
So, I have this friend we’ll call “Joe.” Joe’s that guy you never want to introduce to a new group of people because you just know he’ll do something to embarrass himself and anyone within a three block radius.
You see, Joe enjoys a good drink now and again…and again…and again…and this invariably results in trouble. Regardless of felonies committed, pummelings endured or restraining orders filed, the next morning, he’s always quick to point out, “yeah, but I bet everybody there remembers me.”
Sadly, clients often espouse this same, “as long as I’m remembered,” mentality without recognizing there’s a dramatic difference between being famous and infamous.
Sure, there are lots of commercials you recall as a result of how pathetically they’re produced, how obnoxious their spokespeople or how cheesy their premise. You may even mention these spots to friends. But that doesn’t mean it’s an effective campaign.
If your commercial is referenced specifically for the sake of ridicule, that’s not being famous, that’s being infamous. The company is remembered, but like Joe, it’s only for the horrible impression it made.
Making a brand truly famous demands thoughtful planning and careful consideration. Develop a marketing message that creates lasting positive impressions among your audience by speaking to them with mutual respect and providing genuine benefits. This may take longer and require more talent than simply slapping together some blaring lights and sirens spot, but the dividends are infinite.
We all do things we regret from time to time, but airing infamous ads is one embarrassment you can ill afford.
