Summary: These days it seems as if traditional campaign design has, in many cases, been replaced by branding standards. Although branding is an intricate part of a company’s product focus, it seems as if creatives are using branding strategies as a crutch, and in doing so, have been abandoning campaigns.
In its most effective form, a campaign will work cohesively with branding to tell a compelling story. It is a visual journey that people look forward to seeing. Whether it be Dos Equis’ “most interesting man,” “Mayhem” from Allstate or “Flo” from Progressive, they all have a story to tell as you follow them on their 30-second pitch. There is no mistaking the products being represented.
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