Both Coke and AT&T left the audience with a feeling that became associated with their brand. There is no better branding than that. None.
Today, we have a lot of creative stuff, but very few that leave you with an emotion. One exception is the VW The Force ad by Deutsch that debuted at the Super Bowl.
A couple that come close: TalkTalk is trying with this commercial. Google Chrome did a good job of explaining WHAT you can do with Chrome and the Google Cloud without every mentioning it – which is a huge point! – in this ad. Your prospects and Customers do NOT care about the technology. They only care about what they can do with the tech.
Back to Coke for a minute. Coke did a social experiment in Portugal this year – read about it here. It had nothing to so with selling Coke. It was a human interest story. It was about emotion. I think that’s the key to branding. Feel good, Grab a Coke.
Connect with People, pick up the phone. Voice is better than text because text has no emotion.