Monday, February 04, 2013

Reach vs. Resonance


The most talked about commercial that ran in the Super Bowl seems to be the Dodge commercial, “So God Made A Farmer.”

This spot wasn’t previewed the week before the game with most of the other spots that ran during the game.

The brand made a conscious decision to give up all that additional pre-game reach that other brands were clamoring for.

In return, they got something far more important to the brand.

Resonance.

Which is why it is the spot that most people are talking about today.

And why, three months from now, when you check the brand consideration ratings for Dodge Ram trucks, I’m betting you will see a huge upswing.

Reach versus resonance.

Why is it that advertisers still think the former is so important when it’s the latter that moves people?

And, products.

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