When Tom Bodett was recording a radio commercial for Motel 6, he found the script was a few seconds short....
What can a red nose do? It can build a brand. A red nose is the visual hammer for Red Nose Day, a campaign started in the U.K. and has now moved into America. The Red Nose Day fund is a program of Comic Relief, a non-profit that raises money for children living in poverty. Hundreds of charities do similar work, but most don’t become as well-known or raise as much money. The difference? A visual hammer that drives the brand into the mind. It might be a simple or silly thing like a pink ribbon, a yellow bracelet or a red nose. Three visuals that have built powerful, relatively-new non-profit giants.
In the spring of 1972, Jack Trout and I wrote a series of articles for Advertising Age entitled “The Positioning Era Cometh.”
And it sure came. By December of that year, The Wall Street Journal ran a front-page story on positioning (not totally favorable.) But it turned out to be a “keystone” story that sparked hundreds of articles in local newspapers and magazines.