If you host a Super Bowl party this year, here’s a chance to have some fun and get a great lesson in branding. The day after the event, send out an e-mail to everyone who attended, and ask them what their favorite commercial was. You’ll instantly know which advertisers succeeded, not because their spots were most entertaining, but because people will be able to remember the products they were selling. Too often, people can recall the commercial, but not the advertiser or product. That’s literally a waste of millions of dollars. While your budget may be smaller, the lesson is the same: you have to engage the audience AND drive home the brand.
