I have redefined my perception of meaningful advertising to include ideas that not only entertain me, but also engage me to start a conversation about a brand. Recently inspired by Emanuel Ronson’s book The Anatomy of Buzz Revisited I’ve come to realize it’s not so much what is being sold, rather the way it is perceived through its advertising. This concept is most apparent to me in drug stores, when I am standing in front of a wall of shampoos that are probably all the same, only to end up choosing based on the latest ad I can remember on TV. Oh, how easily swayed I can be.

In the late 1950s, the Volkswagen Beatle caused a stir because its advertising revealed uncomfortable truths about the vehicle that actually ended up becoming positive attributes unique to the car (Note: I’ve just started watching Mad Men). Instead of hiding the truth about the small size and manufacturing of the car in Germany, the agency for the account chose to expose its ‘flaws’ through two milestone creative pieces in advertising featuring the headlines think small and lemon. Most importantly, it made people talk. I believe the same concept of knowing what people want, and recognizing their impact on the perception of a brand is still what makes great advertising today.

TOMS shoes are a great example of a brand that understands the connection between satisfying a need (people want to know they are making a positive impact through their purchases) and want (pair of meaningful walking shoes). Printed on every shoe is the mantra of the company’s “one for one” where for every shoe that is purchased, one is given to a child in need. A great cure for guilty shoppers who can make a positive impact.

Another good example of a company which understand what people want and (bonus) gets them to interact with a brand even well before the intent of a purchase is Toyota with their most recent strategy for advertising the Hybrid Prius. Toyota’s energy pod are ‘planted’ in various locations across the US, drawing attention through their flower like shapes and provide free, solar-powered Wi-Fi and power outlets. It’s an unobtrusive idea that doesn’t affect people in a nagging way and a reminder of the environmentally friendly impact of driving a hybrid vehicle. Even if I don’t plan on purchasing I will be sharing about the idea and that is indication for that person who is looking to buy of good advertising dollars spent.

Collaboration is a huge part of what we do. And creative minds don't always think alike. But that's what keeps things interesting around here. This post was written in cooperation by members of the Trampoline Branding staff.