When I was in class 5, my parents weren’t too happy with my performance at school. I had little interest in textbooks and classes. At school, I was waiting for the classes to end so that I could play an hour of cricket with my friends. After school, I was either occupied with mystery novels or comic books. Eventually, my class results started to deteriorate. And obviously, my parents got a tiny bit worried about that.
Interestingly, that situation started to change when I started hanging out with one of the top students of my class. My mother became more hopeful about my results because I think she felt that I might pick some good habits from that friend of mine.
Or in other words, after I associated myself with the top performer in my field, expectation surrounding my performance started to change for the better. I was in fact taking advantage of brand association.
In the world of advertisement, such power of association works really well. That is where the next rule in the series of 11 comes into the picture because this particular rule is all about association.
Method 5: Power of Association
Visual Driven Ad
- Identify the benefit/harm the product in question is going to offer
- Identify the performer who is best in providing that benefit
- Associate your product with that performer through visuals
In my case, the benefit I was seeking was better academic performance and the top performer in that field was the class topper (it actually worked, though not then but in a different context with a different person). In the marketing world, for every product, there is a class topper the product can associate with. That is why speed is often portrayed by showing a sprinting Cheetah, fragrance is depicted by showing flowers, and so many other attributes are promoted with unrelated yet relevant elements. The following is an example of that:
Beijing Sports Radio tries to focus on the excitement a sport can bring to viewers. To exemplify their strength, they compared the perceived benefit with what one would get if s/he was present in the stadium.
More Examples of the Power of Association:
This advertisement hack is part of the series “11 Advertising Tricks that make good ads great”. More entries on this series can be found here : Before and After, Literal Expression, Power of Absence and Exaggeration