My branded world

every brand makes a promise to consumers and aligns everything about their communications strategy around that promise. this promise is what we call a positioning statement, and it is this statement that guids all forms of creative concepts. according to brand strategists, this statement should be focused, relevant and differentiated.

the new Nissan advert campaign “more is more” is one campaign that shows that Nissan has finally arrived! instead of showing how they differ to other car brands in terms of the shape of the car, features and all that mechanical stuff, they have realised that just as fashion, all cars do the same thing, yet they can engage the consumer’s minds into looking at life from a different angle.

so the promise that nissan makes is that it’ll shift expectations. just as South Africa’s democracy is young, the only way people can get used to the change that has happened is for them to change their mindset. and being brave enough to step out of your comfort zone and take a new look at whats around you, is a sign that your mind is open to change.

accepting and looking at everything from a different angle from time to time keeps you as open minded as the next person. so in thier tv advert, Nissan shows scenarios where more would be the ideal, in thier radio adverts they paint a picture where bigger is definately better. and why shouldn’t things be more and bigger??? as humans the only true evidence of human progression is getting bigger and better things, so well done to Nissan for shifting mindsets by engaging with consumer’s minds and promoting growth and change!