Everybody and their dog's toting value in their campaigns, but who is winning? Those who realize that value isn't just about saving a couple bucks, but tapping into the emotional realm.
"On its face, the rationale behind value-based advertising seems to make sense. It's a recession, and consumers are watching what they spend. But assuming everyone really is only out for the best deal during this recession, at what point does it all become one big blur? That is, if everything is a value, then what's the value of being a value?...Value in the traditional definition is getting more for less money or getting something for nothing. But value has an emotional quality, too, where I feel smart or I feel reassured or I feel in control by buying this product.Hyundai, Target and Kodak are recent examples of brand marketing that tap that deeper kind of value. The Hyundai Assurance program reassures by taking the risk of job loss off the table, while Target harked back to simpler times with its fall campaign tagged "A new day. New ways to save." And Kodak offers consumer-smart and less-wasteful picture printing with its newly launched "Print and Prosper" campaign...Even the word value can raise consumer suspicions, no matter a marketer's good intent. "'Value' is the most overused and least believed statement in branding," said Kevin Joy, VP at BrandProtect."
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