"Brand Power" is Contrarian Marketing Genius - and you need to pay attention

Brand Power has taken TV advertising by storm.

For those unfamiliar, Brand Power has a simple formula:

Big letters "Brand Power" in first shot
A nonthreatening spokesperson walking you through a supermarket filled with consumer products
Infomercial like presentation of benefits like superior absorption of paper towels
Tag Line: Brand Power - helping you buy better

These commercials are straight forward, corny, and remarkably effective.

In my 2.5 years as a brand marketer, Brand power reigned supreme. Nothing else came close in showing true sales lift.

Here is why:

1. Brand Power is Straight Forward

Brand power is remarkably straight forward.

Product, benefit, why it is better, and the price.

There is no fluff, no extra voice over or animation.

You see the product, its' use, and its' price.

That's it.

Brand Power contains no false promises.

Paper towels won't make you a new man - they'll just make your house cleaner.

You won't run a 4 minute mile if you use Dawn Dish Detergent

But you will have clean dishes.

In a sea of marketing that promises the world Brand Power promises very little, but it delivers.

Brand Power presents itself as the Consumer Reports of consumer packaged goods.

The whole tagline "We help you buy better" is oriented towards the consumer and solving their problem.

Brand power's actual impartiality is not real - they are a paid company that does paid advertisements, but the schtick works.

Every other ad looks like an action movie.

Movie stars driving cars off cliffs, sports heros hitting the final buzzer...

And then a lady standing in front of a paper towel aisle.

The boring nature of brand power makes it stand out.

The tonal shift gets consumers to take notice.

Brand Power ignores the last 50 years of marketing history and brings us back to advertisements on the 1950s.

And it works.

Brand power is authentic, boring, impartial, and straight forward.

Brand Power - you da real MVP>