Have you ever found yourself humming a jingle from a commercial you haven’t seen in years? Isn’t it fascinating how some marketing campaigns stick with us—like an old friend who just won’t let go? Take P&G’s emotional masterpiece “Thank You, Mom” or the suave charm of Dos Equis’s “Most Interesting Man in the World” as prime examples. They linger in our minds, proving that exceptional marketing has a remarkable staying power—much like my intense memories of those tear-jerking SPCA ads featuring Sarah McLachlan! So, what’s the secret sauce that makes these campaigns so unforgettable? The answer lies in their ability to forge an emotional connection that elevates a brand’s identity and personality, steering us toward action. With over two decades in marketing, I’ve seen it all, and I’m excited to share insights that will help you craft campaigns that resonate and endure. Ready to dive in? LEARN MORE.From P&G’s “Thank You, Mom” to Dos Equis’s “Most Interesting Man in the World,” marketing campaigns have a way of sticking with us. I find that the best types of marketing campaigns have a long shelf life — sticking in my brain for years, decades even (Sarah McLaughlin’s tear-jerking “Arms of an Angel” ads for the SPCA, anyone?). Why is that? Campaigns make companies memorable.
The entire goal of just about every type of marketing campaign is to build an emotional and memorable connection. I always tell people that campaigns should promote a focused effort that guides your audience toward the desired action. Marketing campaigns give your brand an identity, personality, and emotion.
