10 brands whose advertising was particularly convincing in 2016

These ten brands are characterized by the fact that they make very good use of their potential in advertising.Advertising - How to reach my customersBrand management - branding - establishes the relationship between a brand and potential customers. Figuratively speaking, the brand dresses in an explicitly selected style, with the clear intention of transferring it to the target group or matching it; the style of a company determines the brand identity. Advertising, in turn, invests in the relationship between the customer and the company. In a broader sense, every possible point of contact with the target group is marketing. If we focus on active marketing, advertising is the classic term used to encourage customers to buy a product or service. In theory, effective advertising measures are measurable and sensibly coordinated. In practice, this is the ideal to strive for. Both the coordination of advertising measures and the definition of success - i.e. effectiveness - should be defined in the strategy, and the following questions need to be answered: Are the right associations evoked? Is the advertising message understandable? Is the right target group being addressed? In a networked world in which the target group can be approached very precisely, the question can even be asked: Is the advertising relevant to potential customers? And let's take a look into the future: ad blockers and big data make it easy to guess that in the foreseeable future consumers will decide which advertising they want to see. Companies would therefore do well to scrutinize their marketing and advertising measures. They should already align their storytelling in such a way that they can play a role in the consumer story of their desired clientele. Because the direction of customer stories has already been transferred to the consumers.Enigma's Full Potential Analysis

The Full Potential Analysis is one of Enigma Lab This tool was developed for decision-making and brand analysis. Its core lies in the strategic consideration of the three axes: brand management (branding), advertising and online presence (digital platforms). The method identifies areas in which companies are strong and measures that exploit their full potential. The analysis is a snapshot of a brand and visualizes the results in a pie chart. The larger the radius, the better the potential exploited. Over 60 criteria result in a kind of company profile. The quality of the criteria is shown on a 10-point scale. The resulting score is particularly meaningful when applied within a sector. The comparison of the score within an area and an industry is particularly informative and shows where optimization can be targeted.How is the advertising evaluated?

The "Advertising" axis examines how the target group is addressed and which measures are used. The tonality, i.e. the way in which the target group is addressed, is central. The criteria used are the so-called neuromarketing triggers, which trigger an emotion when viewed and thus build a bridge between the offer and the consumer. It also assesses whether advertising prompts action and whether the brand knows how to use the contact initiated by the relationship. Furthermore, the full potential analysis analyzes whether there is a congruence between the content and the desired customer group. And finally, the analysis of digital advertising completes whether advertising is holistic.What are the ten brands mentioned doing right?Advertising cannot and should not be used to send an infinite number of messages. The company should decide what it wants to communicate to the customer and in what form this should take place. Successful brands, such as the luxury brands Longines or Chanel, follow an unmistakable path. They rely on exclusivity in both their message and visual elements, which also defines their target group. Zalando uses the imperative that successfully encourages customers to buy. Two brands that operate successful digital advertising are the telecommunications company Salt (formerly Orange), which has invested heavily in online marketing, particularly as part of its rebranding, and the airline Emirates, which operates exemplary online marketing with a mobile-first strategy. The chocolatier Lindt shines in commercials through storytelling and the pleasure associated with chocolate, which is expressed as a passion. Apple takes an almost religious approach to its advertising and completely avoids mentioning the price aspect. Tesla positions itself in a similar but even more extreme way. With boutiques at the top addresses in the world's cities, the company is moving into the same places as the fashion brands. Uber is smashing the cab market and shaking up people's idea of mobility with a new business model. With a strong focus on ratings, a culture is being established that is setting new standards in the service society. Last but not least, Aldi integrates several aspects into its advertising, from appealing to customers, to humorous language and, finally, with passion and trust that seem almost quintessentially Swiss.In summary, the top 10 brands master their advertising design with flying colors. They convince with a clear message and enter into a relationship with their target group thanks to the targeted use of neuromarketing elements. Their brand is clearly recognizable and they offer or even force an interaction with the other person. In short: They create relevant advertising that works.In December, Enigma analyzed 10 brands that make the most of their branding potentialIn the next article in February, you will find out which 10 brands from 10 different sectors make the best use of online platforms.Author: Martin Künzi, Associate Partner Enigma