Great Ads and Sketchy Explanations

Ideally, the audience will have an immediate positive connection.

I wasn’t in the car market in 1958 when Ford advertised Edsel, its soon-to-be sales disaster, with the slogan: “It acts the way it looks, but it doesn’t cost that much.”

An ad which, I’m sure, had many potential car buyers saying, “What?”

Contrast that with the classic slogan of one of the smaller beer companies: “Schaefer is the one beer to have when you’re having more than one.”

It was easily condensed to “The one to have when you’re having more than one” – a brevity that no doubt appealed to those who planned on having several.

No fancy explanation was needed. Every beer drinker knew exactly what they meant.

Great ads and even corporate communication in general reach the gut as well as the brain. The old rule in advertising has been “Sell the sizzle, not the steak.” Just the sound of a sizzling steak whets the appetite of many a person. They don’t need to hear about protein.

Some other big ones:

- “Plop, plop, fizz, fizz, oh, what a relief it is!” (Alka-Seltzer)

- “When it absolutely, positively has to be there overnight.” (Federal Express)

- “See the U.S.A. in your Chevrolet.” (Chevrolet)

- “Just do it.” – Nike

- “Diamonds Are Forever.” – De Beers

- “The Ultimate Driving Machine.” – BMW

- “Think Different.” – Apple

- “The happiest place on earth.” – Disneyland

- “You’re in good hands.” – Allstate

- “I’d like to buy the world a Coke.” – Coca-Cola

- “We try harder.” – Avis

- “The Few. The Proud. The Marines.” – U.S. Marine Corps

- “When you care enough to send the very best.” – Hallmark

- “You deserve a break today.” – McDonald’s

- “Betcha can’t eat just one.” – Lay’s

Organizations often boast that their product can be condensed to one word. Southwest Airlines sells Freedom. Disney sells Fun. Revlon sells Hope.

Other businesses sell Security or Comfort or Wisdom or Peace of Mind.

As is so often the case in communication, if you have to explain something, you’re playing defense.

And sometimes organizations are baffling. Here’s how the YMCA explained their name change:

Though the Young Men's Christian Association has been known as the YMCA since it was established in 1844, it's been casually called "the Y" for some time. In 2007, executives embarked on two years of brand analysis and research with the goal of boosting both recognition and now-static membership levels. It's hoped that the new, shorter name will help "The Y" seem more welcoming. "We’re trying to simplify how we tell the story of what we do, and the name represents that," says president and CEO Neil Nicoll.

What?

And amid all of the recent uproar over the change in the logo and décor of Cracker Barrel Restaurants, here was the explanation:

“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed. Our values haven’t changed. With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.”

What does that mean?

I’m sure there are people who will have an explanation, but remember, when you’re explaining, you’re on defense.

Just keep this in mind: “The one to have when you’re having more than one.”