One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Let's continue on DC advertising. In my last post, I mentioned about going the rational route. It's not easy to come up with a good creative idea to convey a rational message. These are two better examples. In the Cybershot one, it uses a surreal situation to demonstrate its anti-shock function. And in the Nikon one, it uses a scorpion as an analogy to represent speed and compactness. I think both ads could get some attention of the consumers in terms of the strength of the visuals too. Compared with the Panasonic ad below, these two ads have one thing in common : a single-minded key message which allows better room for creativity. If you try to sell everything, it's almost impossible for the agency to come up with a good creative.
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