Pitching Ideas: The Buzzuka Blog

It’s totally counter-intuitive. It stands out in a crowded marketplace.  Sounds like a successful ad campaign, right? I guess that depends on how you define “success.”

I’m referring to Drake University’s D+ ad campaign. While it’s true that being unique and “edgy” is good when it comes to brand marketing, it’s not so good when it’s achieved at the expense of a clear, positive vision. In my view, this brand campaign is remarkable while missing the mark.

Designed to attract new students to this 125-year old Iowa university, this well-meaning campaign is more likely to make people “wince” than  “wow.” That’s why, no matter how unique, I give Drake’s D+ campaign a D-minus.

To me, the campaign falls short when it comes to the most important ingredient of any branding message…VISION. Vision is about the possibilities of a place…in this case…the message that would naturally attract students, staff and community and make them feel good…proud…make them relate to the institution instead of repel away from it. I like how AdFreak‘s Tim Nudd weighs in on the subject.

The next move? Change from “D” for “Denial” to D for “Distinction” and create a  new campaign — one that’s edgy without going over the edge.

A great way to discover the vision that drives your organization is the Buzzuka Elevator Pitch Studio. In three easy steps — FACTS, PASSION, POLISH — you can define the wow and the wonder that’s you!