Day in and day out, the BBR Creative staff bears witness to the tireless efforts put forth by Partner and Creative Director Cathi Pavy. Whether we’re concepting alongside her to develop memorable creative or strategically assembling in-depth integrated branding campaigns, we reap the benefits of Cathi’s sheer versatility, which has proven instrumental to us as an agency. And following the Acadiana Advertising Federation ADDY Awards ceremony, held Feb. 26 here in Lafayette, it’s clear there is consensus among the Acadiana advertising community when it comes to recognizing her contributions.
BBR Creative would like to congratulate Cathi for taking home top honors from this year’s ceremony in the form of the AAF’s prestigious Silver Medal Award, the highest honor the AAF can bestow upon an advertising industry professional. In a tribute speech and video honoring Cathi, she was lauded by friends, family and colleagues (including a few inspirational faces from her past) for her creative excellence, commitment to social responsibility and achievements garnered working in this field we so love.
BBR Creative’s 2010 ADDY Awards results:
Silver Medal Winner:
Cathi Pavy
Art Director of the Year:
Denise Gallagher
3 Special Judges Awards
12 Gold ADDY Awards
7 Silver ADDY Awards
Adding to the excitement, BBR Senior Art Director Denise Gallagher was named Art Director of Year while her illustration, “She Did Not Believe in Impossibilities,” was recognized with a Special Judges’ Award. Additionally, BBR received a second Special Judges’ Award for its Susan B. Komen for the Cure T-Shirt design along with a third for evening’s most winning campaign, a print ad series developed for KRVS.
Congratulations on a job well done!
Think about how you interact with people of differing personality types. An outspoken, gregarious person can easily work the room and quickly engage you. Think about that ray of sunshine in your life, bubbling over with energy and dynamism. He or she may invigorate you and inspire you to look at things differently — at least for the moment. Consider the quiet ones; they can be mysteriously intriguing.
You act differently to every person you encounter. You do this because you are reacting to his or her personality.
News flash. The interactions and reactions we experience with one another parallel those we have with businesses and products. Brand personalities attract customers with like values, attitudes and qualities. Furthermore, strong brand personalities attract loyal customers because they have a clear understanding of who they are as a business personality. Because of this, they are able to strategically align their business to reach the right customer mix — a loyal customer mix that keeps coming back for more. To put it simply, a brand personality is the psychological or human aspect of a company that can have a profound sociological impact on customers’ buying behavior. (more…)
Is your brand position aligned with the value you provide to the marketplace?
What value does your company offer the marketplace? Do you provide a unique product, that no one else offers? Do you provide a quality service faster than your competitor? Do you have a greater selection in your niche than anyone in your market? In essence, every business is selling value of one kind or another.
Our selection of a brand is led by our perception of value. For example, you may select one airline over another due to low fares (“It saves me money”), the convenience of airport location (“Saves me time”), a variety of flight options (“I have options”) or carriers with first class accommodations and perks (“Provides me with more comfort”).
If I were to conduct a test and ask you to name the best shoe store in your market, the best exterminator in your market, the best burger in your market or the best printer in town, I am sure you could easily name them. And for each, you would have a good reason to cite these businesses. You believe in the brand either through personal experience with the product and/or service, an opinion developed through reputation and word of mouth or through positive exposure to the brand through marketing and public relations.
How do these companies build this kind of equity in their brands? They consistently deliver what they profess to deliver — that’s how. Their promises to the marketplace and the value they offer are consistent. They are consistent. They have crafted a position in the mind of the consumer. And I can guarantee, they didn’t do it by happenstance. They were deliberate in determining their position. Then they built their business around aligning all of their business practices to support the position.
Even small businesses do it. Take, for example, Crazy Charlie’s, a retail shoe store in Lafayette, La. I am sure at some point during the inception of the business, the owner thought, “I’d like to have a shoe store with the largest selection of shoes that the area has to offer. I’d like to include and offer name brand and designer shoes at a lower price than any other competitor.” (more…)
Amidst the roaring crowds during the New Orleans Saints’ first-ever Super Bowl victory celebration, it was hard to believe that anything beyond the excitement for that city and what it represented could possibly be happening. One night earlier New Orleans elected a new mayor, Mardi Gras was just days away, Haiti was still struggling to recover from a massive earthquake and the United States remains embattled in two wars. But if you were in the city of New Orleans, you never would have known at the 44-second mark of the 44th Super Bowl that anything else was happening. The media was clouded with stories of Breesus and Lombardi Gras and many other well-deserved promotions of the City of New Orleans.
I make this point to share with our clients that your news sometimes has to wait. Timing, with breaking or non-breaking news, can be everything.
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The next time you’re driving around town, be sure to check out your city’s fire hydrants - there might be a chicken bucket on top of them!
Last week, I read an article about KFC’s recent advertising campaign to promote their new “fiery” chicken wings. As part of the campaign, KFC has given $7,500 to two cities in Indiana - $5,000 to Indianapolis and $2,500 to Brazil - to help them buy new fire hydrants and fire extinguishers to improve their fire safety. In exchange, three fire hydrants in Brazil will bear KFC’s logo and will have actual chicken buckets on them, and about 33 fire extinguishers in Indianapolis will also be branded with KFC’s logo. KFC is planning on finding three more cities throughout the country to participate in this same program.
This story brought to mind a similar KFC endeavor. Last year, KFC partnered with four cities on a campaign to “refresh” their potholes. They filled in potholes around each city and branded them with a chalk stencil that read “Re-Freshed by KFC.” It was part of KFC’s marketing campaign to promote their dedication to freshness.
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