In the PR world, I regularly deal with creating an identity that resonates with the public on behalf of my clients. We distinguish how the public perceives the products, services, and overall brand of the company or client. It's a beautiful and powerful thing, when a company's message captures your attention and connects with you deeper, not via statistics or data, but by human emotion and resonation to evoke synergistic thought. It's a message that you trust, hold in your hand and in your heart as your own, and inspires you to act.
These companies do this so effortlessly, you often don't realize the work and thought that goes into the message. Every word can be a tool or weapon for the success or failure of your business. Framing these messages together, from your tagline, the images you broadcast, the aura you present, are consumed, processed, and internalized in the minds and hearts of millions of individuals across the world.
Of course, only some of these companies are extraordinary at this. As a PR professional, I love to admire the ones who truly exemplify human resonating messages as their messages become powerful tools to capture new believers, new customers, and realize new streams of revenue.
Without further adieu let's take a look at the best super bowl commercials this year, because let's face it, the Broncos don't really give us much to watch in terms of the actual game. Please scroll to the bottom to read what they all have in common with a little help from thought leader and author, Simon Sinek.
The feeling of home and family is universally connected.
Peace, comfort, love and security are all natural intangible needs of every individual.
I love how Hyundai brings back the father in the parenting role. Depicted as the hero coming to the rescue of his children time and time again, Hyundai presents itself as an "aide", next to the father, for the safety and security of the child.
Yes, I'm aware I may be a little bias on this one being a loyal customer for about four months. But, we all know what the internet has become. Squarespace does an almost effortless job in creating a place on the web that's clean, simple, and straight to the point.
Jaguar does a phenomenal job marketing their cars to the rich lifestyle of the men who drive them. Their clientele seeks to feel in control, powerful, influential, and sophisticated. This commercial covers all those points well.
Understandably, they are Coca-Cola so they can basically do almost anything and get away with it. However, as a global brand and an icon for quality and universal acceptance, they waste no time in evoking it to their audience.
This was a personal favorite of mine. As a company that may not have as much popularity, but their purpose went beyond just another jewelry store. They are building the spark to populate and bring prosperity back to main street - to the common city and town that may have been demolished during the recession era. Kudos to Alex and Ani.
These companies, I believe all have a certain thing in common - A sense of purpose. A strong answer to the question: Why?
According to Simon Sinek,
Sinek, argues that the greatest leaders in history whether it be companies like Apple or profound leaders like Martin Luther King, Jr. all carried the same way to communicate.
His argument emphasizes the golden circle, where the why is the most crucial component in gathering a community, a group of consumers, and impel consumer action.
Think about it, how many times were you moved to consume and be loyal to something based on stats or numbers? When all else is the same between price, specs, and functionality, what compels you, as the potential consumer, to choose one brand or item over the other and be loyal. If you think about it hard enough, you often realize that there's a sense of purpose for yourself. THere's something you believe or perceive of the brand that made it "your own." The company's purpose was your purpose. It's goal became your goal.
Sinek uses a fantastic example in MLK's I have a dream speech rally. Over 50,000 people stood in attendance on that historic day. They didn't have internet, they didn't have facebook events they couldn't organize digitally, so how did they accomplish it? And to say it was merely all african americans is a statement of ignorance. 25% of the crowd were in actuality, white. There were many other powerful orators in the civil rights movement, so why him? Why did everyone follow him?
They were able to accomplish this ambitious feat because of MLK's emphasis on "why". Throughout the history of his platform, MLK continued to utter, "I believe..." ...in a free world... in equal rights. This in turn, attracted the hearts and minds of thousands across the nation who "believed the same thing. These individuals turned up to the rally, not because some one had asked them. They went on their own accord. They went, because deep down they believed in exactly the same things, and acted based on what THEY BELIEVED IN.
The same mindset applies to companies including the ones I have enumerated from their Super Bowl commercials.
"People don't buy what you do, but why you do it."
So as you begin your new weeks, whether it's in regards to yourself, your family, your startup, or the company you work for, start answering the why. Seek that deeper purpose, that deeper mission - find it, be able to articulate it and time and time again you will be amazed in how powerful and motivating it can be, not just to yourself, but for others as well.
In case you were looking to read deeper into Sinek's ideas, I've enumerated his book below. You can also catch his speech at TED Talks below that. Keep hustling, my friends.