By Lauren MercierThe non-comedy-era brand is a brand new genre in advertising, and it’s changing how marketers are reaching people.
The noncomedy era was born in the mid-20th century as an age of innovation in advertising and design that helped brands establish brand identities, create brand identities for themselves, and sell more advertising.
That era is over, but the non-competitive, non-conformist brand remains a brand choice for brands today.
But it’s not all roses.
It is now an industry and a time of growth.
And brands are starting to take notice.
“I think it’s really the start of a new era in advertising where there’s a new kind of brand, a brand that can be both competitive and innovative,” said Tim Sillars, co-founder and CEO of Sillers Design, which has developed several noncomic brand projects, including “the brand that you know and love.”
“I think that’s what brands need to focus on now.”
As brands struggle to keep up with the pace of innovation, it’s become easier for them to build their own brand identities and start working with existing brands.
“Brand-building is a great way to build a brand identity and get a sense of what people are interested in,” said Susan Haggerty, a consultant and former marketing executive who has worked with companies such as Coca-Cola and McDonalds.
Haggerts clients include PepsiCo, Johnson & Johnson, and Budweiser.
“People love brands, and if you don’t create your own brand, you’re just trying to be the next one.”
But even with all the new non-fiction brands, a big part of their appeal is not just the brand.
It’s how they are perceived by people, Haggertys said.
“If you have a new brand that doesn’t fit in with the old brands, people will perceive that as you’re trying to change the world.”
So what’s the difference between a non-brand and a noncomiche?
In a nonfiction brand, the company’s main purpose is to connect with consumers, not to make money.
Haggitys said that if you want to sell your product, you need to be able to create a brand and then communicate that.
Noncomic brands, on the other hand, have the brand as their mission statement and are built to meet people’s needs.
They are designed to communicate to their audience what’s important to them.
But that means they don’t need to sell products, and they don