Henshaw: Reading One

At the beginning of Chapter Four, Saatchi & Saatchi CEO, Kevin Roberts, states, “Technology facilitates, it doesn’t replace the human imagination” (47). This is a powerful statement to make to a generation that has never known a world without technology. This statement also solidifies the importance of branding a product successfully. The book stresses the importance of building a branding strategy that is effective to ensure maximum value of the brand as a whole. The connection that is made to the intended audience through the production of a strong brand should always be based in ideas thoroughly cultivated through the creative process. Although technology is a great platform to launch a brand, it should not be the starting point for a design. The best ideas are not generated from starting on a blank canvas in Illustrator, they blossom while your walking down the street, daydreaming during class, or most likely dancing in the shower. 

I was quite inspired by the Showcase on Rosie Arnold, the Deputy Executive Creative Direction at BHH. The interview focuses on Arnold being one of the few powerhouse female creative executives in the advertising world. Her story makes me wonder why women are not holding these prominent positions in this field, and motivates me to aspire to make as much of an impact as Arnold has with her work. 

I have chosen a series of print ads for Old Spice. This campaign includes the now iconic Old Spice man that has relaunched this brand into relevance again. This particular campaign is considered to one of the most successful re-brands in the industry ever. The branding strategy for this product included altering the target audience of the brand from old men to young bucks. The book explains that in the advertising industry, the objective is to sell an idea more than the actual product. The Old Spice campaign sold the idea that this young, handsome guy was using this line of products. The advertising agency sold the idea that youth was associated with this brand, which produced a highly successful and extremely lucrative campaign. Encompasses all the tactics mentioned in the text, Old Spice is the perfect example of the power of branding.