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Advertising Is Not A Dirty Word At H2M
Talk about conflicting
messages: currently, more than 70% of consumers
say they want technology to block out advertising. At the
same time, however, 55% say they enjoy
advertising,
up from 47% in 2004.* So what can we make of this?
H2M believes people don't dislike advertising per se, they
dislike bad, irrelevant, unfocused, boring, insipid, uninspired
and intellectually insulting advertising.
Advertising at its worst IS intrusive, insulting and all those
other adjectives. At its finest, however, it is able to move
mass opinion about products and services that help people
in their daily lives around the world.
 Advertising
done right is one of the most disciplined arts known to man.
The best examples delight, entertain, and most of all induce
sales and power our economy. Advertising is a combination
of science and art that combines disparate elements into unique
combinations that have conceptually never been together before.
H2M is versed in the Classics of advertising
and remain life-long students of the craft. We look to the
psychological underpinnings of marketing messaging which
gives us a deep understanding of categories of basic human
response and reaction. True advertising is a far
cry from simple huckstering. Advertising done
well can be ennobling to both the sender and intended audience.
Over the years, the creative minds now employed by H2M have
created local and regional "classics" by creating
Brand Drivers, Avatars and Brand Identities for some of
the best known businesses in our region. They become part
of the
H2M
Brand Lexicon,
which inspires our creative conceptual and business staff
to rise above the norm and create truly timeless advertising
for our clients.
One
of the more memorable are The Kroll's Girls,
the avatars created for Kroll's Diner, along with the famous
dictum to Sit Down
And Eat.™ The Kroll's Girls are a
perfect example of creating a Brand Personality.
The imagery of the "Girls" coupled with the
home-spun slogan foretell of a "home-cooked" dining
experience for the customer. Kroll's Diner consistently
rates high on un-prompted recall. The actual actresses
have turned into regional celebrities and are recognized
everywhere they go.
Then there's Pedro, the avatar for Paradiso
and the slogan
The Chips Are Free. Dinner Extra.™ The
slogan perfectly matches the fun, relaxing atmosphere of
the restaurant and adds a self-deprecating sense of fun
to the brand experience promise. Again, the brand tagline
consistently scores high year after year on recall tests.
Read more about H2M Brands here.
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