Any brand can create a successful video by adopting one or more of the genres. The problem is most brands are not interesting, and in order to create a highly entertaining video, the focus becomes about something other than the brand; therefore the brand is lost and does not receive cognitive credit from the viewer.
An email synched up with the pending storm is clever, stands out, and the coupon is useful for many. Although the email by itself is not a grand strategy, sometimes the little “cool” things stand out, differentiate our brand, and are worth talking about.
Pizza is a social food. It is a communal food which goes with many events. And like the many events, pizza can come in a multitude of configurations: deep dish, thin crust, flavored crust, double cheese, no sauce, meat lovers, veggie lovers, and the standard for most — pepperoni (which represents about two-thirds of all pizzas consumed). Everyone has a favorite combination, and therefore it is difficult for any one pizza establishment to customize pizzas for the masses. Some try. For example, Hungry Howie’s Pizza’s offers eight different flavor crusts, while California Pizza Kitchen offers a myriad of traditional and eclectic toppings.
Sometimes the urban myth is a boon for the brand, however, many times the urban myth casts the brand in a negative light. Dispelling a brand urban myth is very difficult. Who is someone most likely to believe? The brand? The government? Their friend or neighbor? A person’s friends and neighbors are very believable, and the best urban brand myths are compelling, relateable, and some kernel of truth.