Cassandra’s blog post discusses the power and effectiveness of brand positioning. Cassandra claims that positioning is crucial in order to make a lasting impression in a crowded market place where companies are using advertisements to reach the consumer. I agree with her standpoint, and believe that marketing and advertising are the leading method to differentiate products.
Viewing Most Unforgettable Ad Campaigns of 2013, I came across WestJet’s holiday commercial, and was greatly moved by the underlying meaning of this advertisement. Like Pepsi, WestJet has positioned itself successfully to appeal to a customer segment that in this case, sympathizes with the less fortunate during the holiday seasons. In WestJet’s Christmas ad, travellers expressed their Christmas wishes on a candid camera, and once they arrived at their destination, were surprised with wrapped gifts.
While I believe that some companies only give back to the community on a basis of pure marketing ploys, I am moved by how genuine this advertisement is. As a semi-frequent flyer, I am impressed with WestJet’s initiative, and would lean more towards this company over Air Canada simply on the basis of successful marketing and ethical practices.
I greatly appreciate the innovation that goes into advertisements such as these: the marketing team must brainstorm a unique idea and execute it in a successful fashion in order for it to be effective. Advertisements in general have become more creative and outside-the-box, which I find entertains consumers and has a great ability to influence people’s decision making. I applaud companies that sway towards the socially responsible side of the spectrum as I think their ads resonate well with people and have the ability to tell a story that will remain in people’s thoughts long enough for them to google WestJet flights over Air Canada flights. All it comes down to is that lasting impression, and I believe WestJet has positioned itself successfully for me to remember this ad for years to come. Marketing and advertising have the potential to showcase global and social issues, so I beg the question: Why not create a socially-conscious ad that informs and influences your audience to become more aware of global issues, while still showcasing your company? Personally, I find animal ads (Geico hump day, Stride Ostrich) repetitive and cheap-I will continue to be impressed by conscious ads such as WestJet’s Christmas Miracle commercial. I say, keep up the good work!