What Role Does Corporate Video Play in Making A Brand Memorable?

Ever wondered why some of your favourite brands have managed to stay so memorable over the years? Here we took a look at the role corporate video plays in creating strong content.

We all have that one memorable TV commercial that’s stayed with us over the years. Whether it’s Kellogg’s Cornflakes or Honey Nut Cheerios, we’ve all fallen victim at least once to the seductive show tunes and radio jingles.

Photo credit: benjaflynn via Foter.com / CC BY

But what about corporate video?

Forget social media; before the Internet became the essential part of society that it is today, there was this thing called the television. On this static box, it played images shared over an antenna that displayed on a televisual screen.

Between regularly programmed television shows, there were these things called “commercials” whose sole purpose was to advertise products to viewers before tuning back into their shows. Before video marketing became what it is today, many brands relied on TV advertisements/marketing as the print ad culture (through newspapers, specifically) began to decline.

And thus, the TV broadcast video commercial was born. In the 1940s. With Mr. Potato Head. Except with actual potatoes:

Now, in 2016, we’ve come a long way in our visual marketing. From video billboard ads to online social media marketing campaigns, we’ve progressed far away from traditional TV formats. And yet for some reason, we still find ourselves being lured back to programmed television.

What is it about television that keeps us coming back to this platform?

Well, to understand brand marketing in television, we must first look at it for what it is.

Some of our most memorable ads have been a thorough balance of ethos, pathos, and logos. They strengthen their credibility as either a reliable service or functional product by demonstrating the product/service in use. Often times, they include a story to appeal to our emotions (or “tug on our heartstrings”, if you will). They also appeal to our logic as being a sensible service/product to have in our everyday lives.

The best corporate videos are the ones that can seamlessly convey this without preaching it from the mountaintops. A strong corporate video will identify the weaknesses in the way a brand represents itself and play up its strengths. It will capture the essence of the brand and understand how to reach its target demographic.

Here at Key West Video, we specialize in establishing brands through corporate video and visual storytelling. For more information on the services we provide, visit our website.

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Corporate Videos: What Makes Sports Ads So Memorable?

There’s something about #sports #advertisements that make us feel something. Whether you’re an #athlete, #business #professional, or just someone with #ambition, sports advertisements ignite something within all of us that motivates us to be better.

We’ve all seen how effective they can be. They usually have high-definition video of fast-paced shots. The subject is always in action. Usually the athlete won’t even speak on camera. Instead, #voiceovers and b-roll are used.

Usually, effective sports ads emphasize the need to get up and do something. They have an overall motivational message, with generic motivational #keywords that are appreciated across the board.

They’re Innovative

Sport Chek discovered how useful this was right away. In an initiative called #SweatforThis, they featured a host of athletes showcasing their motivation, obstacles and struggles while playing the sports they love.

In 30 seconds, we get an idea of what sort of adversity athletes face when getting the job done. Sports ads force us to dig a little deeper to find that inner strength to carry us throughout the day.

And it’s not just sports companies. Mercedes-Benz took advantage of this type of opportunities in their fast-paced marketing video. Even car companies loosely affiliated with sports organizations use this model, too.

They Sell Us an Experience

They don’t feel like we’re being advertised to. Instead of a call to action (read: buy), they usually seek to challenge us. The Super Bowl is notorious for its platform with a plethora of sports ads. While we know their main objective is converting exposure into sales, we are usually left feeling like we want an experience instead of a product.

They Require Special Video Skills

For filmmakers and videographers, sports ads usually require innovate ideas and new styles and techniques. Using drones or GoPro cameras to film Parkour stunts are a lot more challenging than shooting static footage.

This is not to say that there aren’t bad sports ads. Ideally, your video should be a well-shot, concise video with stunning video quality and a clear message.

Here at Key West Video, we create stellar sports videos to ensure our client’s satisfaction. Check out our latest video for our client, Way2Fit:

 

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