Fundamental creating strategies in advertising

David Ogilvy, who developed and implemented the brand image strategy, states the most important task of an advertiser. "Advertising means giving the brand an identity and personality. Advertising gives significant support to the brand's image."

Brand image lives in the consumer's mind. Therefore, it is not only about product differentiation but also about creating a distinct image in the minds of consumers. One of the most important ways to create differentiation among thousands of similar brands with the same product and service is to form the right and impactful brand image. The way to achieve this is by creating a brand identity that aligns with the brand’s values, purpose, and goals.

If the brand were a person, what kind of personality would it have, what would it do, where would it live, what would it wear, would it exercise, and so on? The answers to these questions will reveal the brand’s personality. As a result, you will see that your brand has certain emotional values. The easiest way to reflect a brand image is through advertisements, where communication with the consumer is built upon emotional values and psychological factors.

Sales Promise
With this strategy, the brand defines its core sales promise, that is, what it does best, and advertises it based on the benefits it will provide to the consumer.

Domino’s Pizza

Domino’s Pizza’s "30 minutes to your door" campaign is built on a core brand promise strategy.

Lovemarks
Becoming a lovemark requires loyalty. Lovemarks, referred to as the advanced stage of brand evolution, is not an easy achievement. In a world where we are quickly bored by everything and everyone, it is becoming increasingly difficult for brands to establish an emotional connection with consumers. To become a Lovemark, the brand must have strong emotional connections with its consumers. Achieving this happens through communication with the consumer. A consumer who adopts the brand’s romantic values becomes a brand ambassador, and beloved brands are a class above others.

Repositioning Strategy
The rapid change of the target audience has led many companies to lose their position. With thousands of products and marketing strategies, brands are finding it increasingly difficult to maintain their position in the consumer’s mind. Over time, brands feel the need to implement repositioning strategies for the products or services they offer. This strategy envisions the brand’s expansion into areas outside of its current scope.

Positioning
This advertising strategy has been applied since the 1990s. According to this strategy, a product or service is placed in the consumer’s awareness and attempts to form a position in the consumer's mind.

Star Strategy
The strategy involves integrating a brand with a well-known person or celebrity to make the brand become a star in a short period.