{"id":10466,"date":"2014-07-17T00:00:00","date_gmt":"2014-07-16T16:00:00","guid":{"rendered":"https:\/\/brand.gamania.com\/gvoice\/10466\/"},"modified":"2020-09-07T14:54:08","modified_gmt":"2020-09-07T06:54:08","slug":"ad-is-a-hit-but-why-cant-you-remember-the-brand","status":"publish","type":"post","link":"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/","title":{"rendered":"Ad is a hit, but why can\u2019t you remember the brand?"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

These few days (May 5) there have been a advertisement being widely shared on Facebook. The content is a picture of a whole family. The dad looks handsome and the mom pretty, however, the kids didn\u2019t seem to get the \u2018good\u2019 genes and look quite \u2018plain\u2019. These three kids look like they\u2019re \u2018produced\u2019 from the same \u2018models\u2019 and the same \u2018factory\u2019  and you wonder how on earth happened? Then you saw the tagline reads \u201cThe only thing you need to worry about is how to explain to your kids\u201d, you had a sudden realization. <\/p>\n\n\n\n

This is an advertisement from a cosmetic plastic surgery clinic. The children look plain is not because they didn\u2019t inherit the good genes but because their parents went through the extreme \u2018makeover\u2019!<\/p>\n\n\n\n

This ad has an excellent slogan to go with it which not only makes people laugh but have a lasting impression. Without a doubt, it is a successful ad. It fulfills the purpose of communicating with the consumers even though through a controversial means which caused quite a heated debate on and off TV. For example, this \u2018discrimination or creativity\u2019 illustrates how the clinic, Simple Beauty caused quite a controversy. <\/p>\n\n\n\n

An ad with a small budget, and only appeared on Upaper (designated ad section on the metro) can became an instant hit in such short amount of time. It is a true example of an \u2018earned media\u2019 (through PR, Facebook or word of mouth). This should be the case that reflects \u2018if a ad is a hit, the brand should benefit\u2019, however, why would I think, quite the opposite, this is a piece that \u2018the song is a hit, but the singer is a miss\u2019? <\/p>\n\n\n\n

The problem lies in the fact that Simple Beauty picked ad appeal it can\u2019t afford.<\/p>\n\n\n\n

\u2018Making people beautiful\u2019 is the basic function of any plastic surgery clinic. It is the fundamental element to any plastic surgery clinic, just as you aim to provide delicious gourmet when you open a restaurant. However, this doesn\u2019t mean that any brand that adopts this kind of \u2018position\u2019 can become the leading brand in the market. <\/p>\n\n\n\n

It is precisely because Simple Beauty is not the leading brand in the market, a lot of consumers may not have heard of them before. The fact that they aimed to occupy the core market share in this market with their debut ad, makes me want to dedicate this song \u2018Hands too small\u2019 by Shino Lin, \u201cI know my hands are too small and I dream too much, I can\u2019t hold very much.\u201d<\/p>\n\n\n\n

It is not my aim to give them the \u2018bad omen\u2019, you could clearly find proof from its official Facebook page. They established the fan page on November, 2011 and the amount of fans on the site as of May 6 are only 201 people, of which 100 of them only joined in the past few days. Compared with the shared ad on Facebook, where more than 1600 people liked the ad and have been re-shared for more than 400 times, the gap between the ad and the brand itself is truly worlds apart. <\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Looking back at the ad history of Taiwan, not only small brands would run into this kind of situation, brand as big as McDonald\u2019s also had similar mishap. <\/p>\n\n\n\n

I couldn\u2019t remember when exactly did McDonald advertised \u2018McSpicy Chicken Fillet Burger\u2019, but their top opponent in Taiwan, also known as for their expertise in chicken cuisine, KFC launched similar product long before that and had secured top brand in the chicken burger category. <\/p>\n\n\n\n

I believe many people, like me who after watching McDonald\u2019s commercial, went to order \u2018McSpicy\u2019 in KFC. This is what happened when you do marketing without differentiating yourself in the market. The leading brand will enjoy the biggest advantage of the allocated category which is the pervasiveness. Therefore even though you spend big buck on an ad that everyone remembers, chances are, consumers may well likely go to your competitor\u2019s store. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
<\/div>\n\n\n\n

——–<\/p>\n\n\n\n

About Author<\/p>\n\n\n\n

Mika, Internet Marketing Observer<\/p>\n\n\n\n

Born in the 60s, Mika has worked in the field of consumption marketing for decades. He experienced brand strategy, product concept all the way to official launch. He cars about traditional marketing model as well as the changes arise from Web2.0 and social media.<\/p>\n\n\n\n

Blog: jabamay.blogspot.com<\/p>\n\n\n\n

———<\/p>\n","protected":false},"excerpt":{"rendered":"

These few days (May 5) there have been a advertisement […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1971,1976],"tags":[2863],"class_list":["post-10466","post","type-post","status-publish","format-standard","hentry","category-2-columns_en","category-2-2-columns_on_market_trend_en","tag-vol-49"],"acf":[],"yoast_head":"\r\nAd is a hit, but why can\u2019t you remember the brand? - \u6a58\u4eba\u8a8c G!VOICE<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/\" \/>\r\n<meta property=\"og:locale\" content=\"zh_TW\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Ad is a hit, but why can\u2019t you remember the brand? - \u6a58\u4eba\u8a8c G!VOICE\" \/>\r\n<meta property=\"og:description\" content=\"These few days (May 5) there have been a advertisement […]\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/\" \/>\r\n<meta property=\"og:site_name\" content=\"\u6a58\u4eba\u8a8c G!VOICE\" \/>\r\n<meta property=\"article:published_time\" content=\"2014-07-16T16:00:00+00:00\" \/>\r\n<meta property=\"article:modified_time\" content=\"2020-09-07T06:54:08+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-49_COL_MARKET-1-1.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"655\" \/>\r\n\t<meta property=\"og:image:height\" content=\"480\" \/>\r\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\r\n<meta name=\"author\" content=\"admin_CAL\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:label1\" content=\"\u4f5c\u8005:\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin_CAL\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u9810\u4f30\u95b1\u8b80\u6642\u9593\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 \u5206\u9418\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/\"},\"author\":{\"name\":\"admin_CAL\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/4685ff8d01aee7a0b2ad40de8ef1d405\"},\"headline\":\"Ad is a hit, but why can\u2019t you remember the brand?\",\"datePublished\":\"2014-07-16T16:00:00+00:00\",\"dateModified\":\"2020-09-07T06:54:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/\"},\"wordCount\":742,\"publisher\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#organization\"},\"image\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-49_COL_MARKET-1-1.jpg\",\"keywords\":[\"VOL. 49\"],\"articleSection\":[\"Columns\",\"On Market Trends\"],\"inLanguage\":\"zh-TW\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/\",\"url\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10466\/\",\"name\":\"Ad is a hit, but why can\u2019t you remember the brand? 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