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As we’ve mentioned previously, during Super Bowl XLIV as part of #BZBowl, Brainzooming Strategic Contributor Barrett Sydnor focused on rating Super Bowl ads based on the memorability criteria highlighted in the book, “Made to Stick.” Here’s Barrett’s assessment:

“I loved that ad with the little kids, you know, the one for . . ., Well I can’t remember who it’s for, but I loved it.”

We’ve all said those same words more or less. Most critiques of Super Bowl ads operate on that level. The ad someone “liked” or thought was the funniest is declared the best Super Bowl ad.

But that isn’t why advertisers buy Super Bowl time. They want to sell stuff, lots of stuff. To accomplish that, the message must be memorable. As Chip and Dan Heath write, it must be “Made to Stick.” So in generating ratings for the Brainzooming Super Bowl XLIV ad analysis, I was more systematic in assessing the best and worst Super Bowl ads using the six strategic characteristics Made to Stick says make for memorable messages.

Simple, Unexpected, Concrete, Credible, Emotion, Story

From kickoff to final whistle there were 31 breaks containing 67 national commercials and at least one very memorable promo. I watched each ad only once—as it ran—and made my judgments as to whether each met the six criteria (yes/no only, no shades of gray here) in as close to real time as possible. I haven’t looked at any best and worst list other than Mike’s.

Most Memorable Ads

  • Based on the Made to Stick criteria, I rated Doritos “Keep Your Hands Off My Momma” as the most memorable Super Bowl ad. It hit on all six cylinders.
  • The runner-up is Google for Paris. I thought it hit on five of six. (Mike and I disagree here.  Actually the next best ad was for The Late Show with Dave, Oprah, and Jay–but I think advertising is like therapy, it doesn’t count if you don’t pay.)
  • Tied for Third: Snickers, Coca-Cola (Simpson’s characters), and Teleflora. All had four of six and all were well done tactics with clear strategies.

Least Memorable Ads

  • The least memorable Super Bowl ad was Diamond Foods. The totally overproduced and under-communicating ad for Emerald Nuts and Pop Secret met none of the “Made to Stick” criteria.
  • The next least memorable ad was Vizio. It did meet one criterion (Unexpected), but the rest of it was so bad it drops to the penultimate place on merit.
  • Third worst went to the Go Daddy spots collectively. They met no criteria and made you feel bad for everyone involved.

A full listing of all the ads with their Made to Stick criteria ratings and my pithy comments can be downloaded at the end of the post.

Summary

Using the same criteria, someone else might reach a different conclusion about most and least memorable, i.e. your mileage may very.  But we should be able to agree that memorable communication counts for something in marketing.

Right now, we’re applying these principles for an event strategy project, designing an innovative positioning and strategy to create greater memorability and impact for attendees. What we’ve found at Brainzooming is beyond applying the “Made to Stick” criteria after the fact, the big opportunity is to innovatively use them in developing communications creative strategy. – Barrett Sydnor

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

Amid cost-cutting pressures, you may be exploring self-service approaches more aggressively.

Beyond addressing how to help customers be successful in a self-service environment, it’s important to design the experience to legitimately enhance customer benefits.

Here are 26 potential benefits a self-service environment could provide. Your self-service approach might:

  • Cost less
  • Allow a customer to pay right away & save
  • Feature a reward/loyalty program
  • Minimize/eliminate the embarrassment of doing something wrong
  • Allow customers to do things in secret/privacy
  • Eliminate the need to deal with people & personalities
  • Provide greater convenience
  • Offer safety and security
  • Permit pre-planning
  • Be more fun
  • Provide a great customer experience
  • Allow immediate service, avoiding lines and saving time
  • Seem new and innovative
  • Provide something out of the norm
  • Be more dependable
  • Offer more service choices
  • Allow greater control
  • Allow a customer to choose a preferred personal service level
  • Be set up exactly the way a customer wants it
  • Be easier because it’s always a consistent process
  • Be simpler
  • Provide 24/7 availability
  • Be used while multitasking
  • Offer more information
  • Be more accurate (or allow a customer to double check the accuracy)
  • Permit a customer to get everything done they need in one stop

See how you can deliver some of these benefits for customers as you make them do more. – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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6

Sunday night’s Super Bowl provided an incredible opportunity: getting a cool group of brand-savvy marketers from around the country together on Twitter to tweet about the best Super Bowl XLIV ads. As opposed to larger hashtag groups, the #BZBowl group was more intimate (with nearly 70 participants and no spammers). We had a lot of great IRL and online Brainzooming friends (both new and previous ones) navigating a few Twitter overloads and sharing more than 900 perspectives on Super Bowl ads throughout the game.

Update-wise, our recaps will unfold over the next few days. Barrett Sydnor is preparing a recap based on the SUCCESS formula spelled out in the book “Made to Stick” by Chip and Dan Heath. It will be interesting to see how this assessment compares to the popular opinion and buzz-oriented evaluations.

For me, the best Super Bowl ad was only 15 seconds, took just 30 minutes to shoot days before the game, and didn’t cost the advertiser anything to air (in fact, the biggest cost was likely the private jets to get its stars to the shoot). Yes, the David Letterman promo co-starring Oprah Winfrey and Jay Leno was the standout ad in this year’s Super Bowl.

When you think through the “Made to Stick” criteria, the promo fully used 5 of the 6 proposed keys to memorability. It was:

  • Simple (little dialogue, one set, no computer graphics)
  • Unexpected (who’d have thought you’d get Leno and Letterman on the same set after the past month)
  • Credible (if Jay and Oprah will hang with Dave, why wouldn’t you?)
  • Emotional (with little dialogue, it was still one of the funniest ads as David Letterman imitated Jay Leno to his face)
  • Story-based (who doesn’t know the backstory so as to quickly put the setting into context)

The only key it didn’t use was Concrete, and that’s only because it didn’t scream, “Watch the Late Show!”

Just goes to show that a creative idea, some strategic risk taking (on multiple fronts), and implementing the SUCCESS formula can more than compensate for huge production budgets when it comes to memorability.

A few other quick impressions:

  • Certain “creative” (or maybe not so creative) themes emerged among ads (underwear, little people, surprise tackling, classical music). Many were easy to spot because of odd CBS scheduling which placed similar commercials back-to-back during certain breaks.
  • Super Bowl Advertisers (or their agencies) aren’t getting that traditional and social media should work together for maximum effectiveness. Pepsi went all social and suffered from no call-outs in the game. Few Super Bowl TV ads included social media angles (only Vizio had really blatant social media overtones), with the exception of a few, “go to the website to see more” mentions (Focus on the Family , GoDaddy, Doritos, HomeAway).
  • The Doritos open competition for ads seemed to work well for the brand, with some relatively strong creative in what many online felt was a lackluster Super Bowl advertising year.
  • For all the pre-game handwringing, the Focus on the Family ad was much ado about nothing. The ad featuring Tim Tebow and his mother was very weak, irrespective of how you feel about the intended message.
  • The much-anticipated Google ad was interesting and distracting at the same time. It demanded attention to follow the integrated, text-based storyline in one pass (I admit it – it took me two viewings due to a poor attention span). The popular view is the Google ad signals its fear of Bing. My game time tweet was that in my previous job, I’d always tried to sell our e-commerce team on simplicity in web design. The rationale was that Amazon and Google didn’t have to invest dollars to get people to understand how to use them. So…did Google really need to run the ad?
  • Coca-Cola went for little vignettes, including one built entirely around the Simpsons. These ads felt like they were solidly facing the past. Saw a mix of reviews on these – USA Today had Sleepwalker at number 5, but the Simpsons spot at number 30 among all Super Bowl ads.
  • There was nearly universal disdain, at least among the #BZBowl crew, for GoDaddy. My personal opinion is that Danica Patrick’s willingness to be in these BS ads signals how really bad the motorsports sponsorship market is. I feel sorry for very few athletes, but these ads continually put her into situations she should not have to be associated with.

As I write this very early Monday morning (after a post-game visit to the emergency vet with a sick cat), USA Today is reporting (by a really obnoxious guy BTW) the top ads as ones from early in the game:

  • Betty White (and Abe Vigoda) playing football for Snickers
  • The Doritos ad where the dog put its collar on its owner
  • The Bud Light ad with the house made out of full Bud Light cans

My sense from the chat on #BZBowl would be agreement with Snickers, but support for other Doritos ads as among the best. Forbes.com lists one of the E*Trade baby ads as number 1. I was less sold on the babies this year, but the campaign did yield a great new term, “Milkaholic.” Its other top 3 were Doritos (dog collar) and Denny’s (which should have come up with a special football promo name for its expensively-touted Grand Slam Breakfast).

As I mentioned, we’ll be updating our Brainzooming Super Bowl Analysis the next several days, sharing a strategic and innovation perspective on the Super Bowl marketing efforts. - Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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14

Okay, first, this has to be said: the Business Communicators Summit sponsored by the Kansas City IABC was INCREDIBLE!

While I leave many conferences feeling like, “Oh crap, I’m so far behind and won’t ever figure out the cool things other people are doing,” nothing could be further from the truth after yesterday’s conference.

Leaving Kansas City’s Uptown Theatre at day’s end after hearing Steve Crescenzo, Chris Brogan, and other great presenters, my brain was zooming with pages of ideas including some breakthrough ones which only seem to emerge during a highly-creative day removed from the regular routine.

Rather than writing presentation summaries, here’s a sampling of innovation instigators from throughout the day.

  • If you’re in B2B, continually watch the consumer world for ideas to co-opt. People make every B2B buying decision. Appeal to what motivates people as individuals, not as businesses. And people care about people, so put actual people with genuine stories in communications.
  • Great refresh of the tired old “Ask for forgiveness, not permission” quote from Steve Crescenzo: “Proceed until apprehended.”
  • If you’ve got customers who are spending time on social networks, then there’s got to be a customer service dimension to whatever your company’s considering in social media.
  • A pivotal mashup idea from the mouths of Steve Crescenzo and Chris Brogan: Communicators need to be talent scouts. That implies looking for people inside the company who are passionate and ooze the brand. These are your communicators in social media channels, regardless of what department they live and work in. Time-saving tip: when you start your talent hunt, begin in customer service.
  • Deliver people an artifact as quickly as you can, even if it’s a rough version of a concept. People unfamiliar with new concepts will say “no” until they’re presented with something tangible. That means you start big ideas before you get permission, and share tangible stuff before you get perfection.
  • Customers don’t give a crap about the mechanics of what you do. They’re interested in recommendations, and most importantly, the results. Go there first and fast!
  • Just like “-ista,” adding “-ati” to the end of a word makes it sound like a bigger, cool deal.
  • Great presentations are example and story-based. Are you (and by “Are you, I mean “Am I”) taking dramatic steps to make sure your presentations reflect that? Now I’m completely rethinking a blogging presentation scheduled for next Thursday.

This is simply a smattering of ideas triggered by the innovative content on social media and broader communication strategy.

If you attended the BCS (and there were a few Brainzooming readers I talked with), please share what big revelations you had in the comments section.

If you weren’t in Kansas City or were and didn’t make it to the Business Communications Summit (go ahead and kick yourself – no need to wait for permission from me), check out the live tweet stream, while it’s still available. Or as another cheat, here’s a link to notes from Chris Brogan’s presentation the day before.

Thank you KC IABC. What a day! So glad I attended. – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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1

We’re putting together a great group of cool, brand-savvy people to tweet about Super Bowl XLIV ads and social media. Joining us is as easy as sharing your tweets during the game and including the #BZBowl hashtag!

For more information, check out our special #BZBowl Super Bowl Hub page!

Looking forward to tweeting with you Sunday!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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In contrast to last week’s UK-based post from Andy Wolf, this week’s guest author is a veritable neighbor of mine. Carol Kobza is a creative force with incredible innovation experience in creating brands, leading new product development teams, art directing new products, and focusing team efforts toward results.

I’ve gotten to know Carol over the past year as we’ve both been getting our businesses fully going. We’d talked about Carol doing a guest post, and I was so excited when this article arrived talking about how you can build a trusting environment that “nurtures creativity” in an organization:

Imagine that you are new to an organization. You’re enthused as you participate in one of your first meetings. A manager says, “We’re having trouble coming up with an idea for an activity for the executives’ meeting in Philadelphia next week.” You say, “How about the symphony?”

The response: “Bwaaaaaahhh!” followed by huge laughter that fills the room and bounces off the walls. No one else gives another idea. You leave the meeting and describe the occurrence to your co-workers. “What a rotten thing for her to do,” they whisper…and it begins. The manager becomes a regular subject of jokes in the cafeteria. Before you know it, there’s some serious, negative politicking going on.

Trust among people in organizations is a tender twig that is easily broken. And it is one of the elements of an environment that nurtures creativity.

How can you build trust in your organization?

  • Allow and reward people for discovering problems. Identifying a problem is not a criticism. It’s often an honest attempt to creatively improve the way things are done.
  • Sponsor and support ideas. Everybody with a great idea needs someone, who will protect them from the power of “NO” and clear paths around obstacles.
  • Support rather than undermine one another’s creative efforts. If people know they won’t be punished or laughed at for speaking up, they’re more likely to continue to give ideas. Who knows? The next one might save or make millions.
  • Encourage creativity. It doesn’t cost a dime. Studies show over and over again that a sincere compliment or “thank you” is more motivating than cash.
  • Let people be who they are. Diversity is more than race, gender and sexual preference. It’s also about the style in which someone thinks, speaks and dresses. The research bears this out. Diversity equals a happier, healthier and, guess what, more successful organization.
  • Free up information. Face it. Everyone has access to information so why put a choke hold on it? Where there is collaboration and sharing of information and knowledge, you’ll find people who enjoy their work and want to see their company succeed. – Carol Kobza

Guest Author

The Brainzooming blog has a wonderful group of guest authors who regularly contribute their perspectives on strategy, creativity, and innovation. You can view guest author posts by clicking on the link below.

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Do you allow yourself to get on a roll, even when it seems like it’s more prudent to take a break?

A couple of years ago, Keith Prather and I had an incredible opportunity to do collaborative strategy sessions on 18 different topics in 10 business days. We split up and ran 2 simultaneous sessions some days. Others, we’d do two 1/2 day sessions.

It was mentally and physically fatiguing, but the opportunity to innovate the emerging Brainzooming approach  so frequently in a very compressed time created tremendous learnings about what worked and didn’t. It allowed us to modify and test new strategy exercises the very next day. By the end of two weeks, we were completely on top of our game despite being exhausted.

A similar situation happened recently.

When it comes to exercise, I take the easy way out, telling myself it’s important to rest in between workout days and to not go too hard on the elliptical trainer, especially if I’ve got a training session afterward.

At the start of the year though, Seth Simonds put out a Primal Stride Challenge to attain weekly fitness and health goals. The first included doing a daily 5K for 7 days straight. New Year’s Day, I did my typical hard, but not too hard, run on the elliptical trainer and posted an average 5k time. Having a goal to work against and doing it on a daily basis, however, I reduced my 5k time by 6.6% at week’s end.  That was with only one off day! A remarkable improvement based on where I am in my physical fitness journey.

Reflecting on this, it reminded me of the earlier experience with Keith. Both cases involved doing something way more than I thought made sense given the likelihood of the effort leading to fatigue – and an expectation of lower performance. Yet in both cases, getting on a roll and not letting up actually led to tremendous performance improvements.

My take away?

Your strategy should be to keep going and not worry about pacing yourself if you truly want to dramatically improve.

How about you? How do you train to reach your peak mental or physical performance, and what works best for you to get on a roll and keep it going? – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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