{"id":15303,"date":"2022-09-09T15:18:07","date_gmt":"2022-09-09T22:18:07","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=15303"},"modified":"2024-07-26T08:52:59","modified_gmt":"2024-07-26T15:52:59","slug":"the-great-brand-redux-leveraging-past-campaigns-with-a-new-twist","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-great-brand-redux-leveraging-past-campaigns-with-a-new-twist\/","title":{"rendered":"The Great Brand Redux: Leveraging Past Campaigns With a New Twist"},"content":{"rendered":"\n

By testing all video creatives, marketers can look cross-sectionally and within categories to understand the complex communication required to have an impact with today\u2019s increasingly challenging consumer. <\/em><\/p>\n\n\n\n

In iSpot\u2019s Marketing Master series, we will look at what marketers are actually doing, rather than being prescriptive about what they should do. We look at these marketing practitioners not in judgment, but for education and information. In today\u2019s world, the rules are different, consumer\u2019s have changed and what defines a successful video ad campaign can take a multitude of paths.<\/em><\/p>\n\n\n\n

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As consumers adjust to a post-pandemic world, marketers are taking the opportunity to dust off, spiff up, and refresh their brands to reemerge with new focus and attitude.<\/em><\/p>\n\n\n\n

Revitalizing or relaunching older brands can have some clear advantages for the brand owners and is often a matter of survival. Growth in new consumer segments (particularly rising younger buyers) is key, but so is attracting lapsed users that may have forgotten or wandered away from the brand. Many advertising techniques are employed during the rebrand, from creating emotional states of nostalgia and comfort by recalling bygone glory days, to reinventing the product for new or expanded consumers.<\/p>\n\n\n\n

Testing is still the best way to ensure your ad will connect with viewers as intended. Below are some examples of how current marketers at mature brands are attracting today\u2019s fickle consumers. <\/p>\n\n\n\n

 I.  Bridging Old and New\u2014Leveraging past campaigns with a new twist<\/strong><\/p>\n\n\n\n

Extending and embellishing previous ad campaigns can appeal to both lapsed and current users of the brand while also trying to attract new users. Leveraging previous brand associations such as taglines, packaging or creatives can capitalize on immediate brand awareness and perceptions\u2014which can be both positive and negative, and can differ by consumer segment. For example, while a brand may modernize its image with new music to engage young buyers, older consumers may object to the change, or even the music. Brands need to walk a careful line to entice new buyers while maintaining a positive reaction for their core customers.<\/p>\n\n\n\n

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