Post by nadinenadine on Mar 4, 2024 9:23:46 GMT
It was (already) the 1980s when Jacques Séguéla – one of the best advertisers in history and father of the famous campaign The Quiet Force with which François Mitterrand will be elected President of France – had theorized the Star Strategy. The brand is a person, better yet a Star full of charm, dreams and desires. The theory was born in opposition to the more traditional and American Copy Strategy, which teaches(s) to focus on the product and magnify its characteristics and benefits. Séguéla, on the other hand, already forty years ago revolutionized the world of advertising and communication by arguing that the brand is no longer an object brand but a person brand and must then become a Star brand. What makes the difference is a magical ingredient: the desire, the dream of the public to which it is addressed. An audience in turn made up of people who no longer just want to have, to possess, but who want to be . And they want to communicate their essence also with consumption choices, sharing the universe of values of a brand, dancing on the same notes of emotion.
Well beyond the USP ( Unique Selling Proposition ) , Séguéla communicates the true essence of products and brands. Brands are people who have a soul and, just like humans, according to the advertiser they are equipped with: physical , which Loan Phone Number List represents the problem, characteristics and functions of the product. This is the first impact of the brand on people character , or the profound added value of a product, what makes us love and remember it. Character pertains to the true nature of brands style , that is, the way in which we communicate with the people we are addressing. The style expresses the character of the brand. But for Séguéla it wasn't enough to think of the brand as a person. There was one more step to take: the person had to become a Star.
What differentiates Hollywood stars from more common actors? The Star convinces, lasts over time, enchants and seduces. With his physique he convinces, with his character he lasts and with his style he seduces. The star not only tells people's dreams, but she becomes their real personification and does so with sincerity, honesty and purity , essential characteristics to win over people, convince them and become a long-lived brand. The true value of the brand From the target to the public, from the product to the brand-person (or Star), from fiction to truth, from artifice to purity : this is the true value of the brand today. We want a brand that speaks to us honestly , that involves us in stories in which we can share universes of values, worlds of meaning and galaxies of meaning. We want relationships and we want empathy. Here, the true value of the brand is all here.
Well beyond the USP ( Unique Selling Proposition ) , Séguéla communicates the true essence of products and brands. Brands are people who have a soul and, just like humans, according to the advertiser they are equipped with: physical , which Loan Phone Number List represents the problem, characteristics and functions of the product. This is the first impact of the brand on people character , or the profound added value of a product, what makes us love and remember it. Character pertains to the true nature of brands style , that is, the way in which we communicate with the people we are addressing. The style expresses the character of the brand. But for Séguéla it wasn't enough to think of the brand as a person. There was one more step to take: the person had to become a Star.
What differentiates Hollywood stars from more common actors? The Star convinces, lasts over time, enchants and seduces. With his physique he convinces, with his character he lasts and with his style he seduces. The star not only tells people's dreams, but she becomes their real personification and does so with sincerity, honesty and purity , essential characteristics to win over people, convince them and become a long-lived brand. The true value of the brand From the target to the public, from the product to the brand-person (or Star), from fiction to truth, from artifice to purity : this is the true value of the brand today. We want a brand that speaks to us honestly , that involves us in stories in which we can share universes of values, worlds of meaning and galaxies of meaning. We want relationships and we want empathy. Here, the true value of the brand is all here.