I know the Miami Ad School by reputation. I know people who graduated from the school and I know that they teach well. That’s why I follow the Miami ad school on twitter and that's how I came across this interesting article on their blog:
First Rule of Memorability; Be memorable.I agree a 100% with them. As creatives we must come up with ideas that are memorable and new. Because as the article says, - the memorable ideas are the ones to leave a lasting impression on us. The best remembered experiences are the new ones.-
At the Miami Ad School a great deal of time is spent getting across a very simple yet incredibly crucial bit of information; that communication has to be memorable in order to be effective.
Obviously it is easier to be memorable when the brand, the product, the insight and/or the media plan are “memorable”.
When I finished reading the article I was left craving a little bit more. More on how. More on practical, more on examples.
So I decided to help those who like me, craved a little bit more how beyond the what.
10 ways to be memorable.
- Be outrageous. Say something few say, do something few do, break social rules, scream, be offensive or use nudity. We tend to remember what shock us.
- Be funny. Very funny. Budweiser has reached more than 60% of market share based on this principle. Every other beer trying to do humor, is actually building Bud brand.
- Be honest. Dove uses an honest approach to win the hearts of women all over the world.
- Be playful. With language and/or with visuals. So many examples come to mind; MasterCard, Ikea, HP, ESPN.
- Be impactful. When you see thousands of color balls rolling down a street, you remember.
- Be insightful. Nike delivers on many of these points but at the heart of its campaign there is a deep (and unmatched) knowledge of athletes.
- Be glamorous. We love celebrities. Pepsi loved celebrities. People loved Pepsi.
- Be real. The internet is demanding that ideas look less like a brand and more like your neighbor. 2009 Doritos superbowl ad.
- Be your consumer. Playstation, XBox are, in many ways, like their customers, believing that the games are real life.
- Be smart. Make the consumer think. The Economist is a brilliant example.