It used to be all about selling products. Now they commercials seem to be more about establishing and selling brands.
A recent BASF TV ad talked about the company’s place in chemistry.
There was no product, no action to take, nothing to sell. It made me think that might be why is it has become so difficult for me to understand commercials these days.
When companies take thecourse of selling themselves and what they do they are playing for different stakes that a simple sale. They actually want you to buy the company as leader, innovator, manufacturer and producer of many of the things you want or need and that you can trust them to deliver on their promises.
Apple is the best example of the success andeffectiveness of this strategy. It is also an element that many competitors and analysts have overlooked as an important key to understanding “The Apple Way”.
In their defense most Apple commercials are still mainly about selling products but their secondary purpose is aimed at promoting the brand.