Know-How Exchange : Branding

I think a lot of successful campaigns are spawn from photography. The Gap, Old Navy, Modeling Agencies, magazines, and jewerly stores are just a few.

What makes them successful? Color, Quality, Content, Diversity.

Bad uses of photography? Toe fungus aids, Weight loss aids.

I hope this helps! Good luck with your project.

Most print advertising uses photography. The most successful is the photo that conveys the brand personality and the "feel" of that product or service.

Benetton and Diesel values are transmitted well by photography because they're quite blatant. What doesn't transmit well through photography (and therefore doesn't stay with you as a brand message) are most services for credit cards, long-distance carriers, etc.

Take luxury goods, for example: cars, watches, fashion & lingerie, etc. Like any good movie director, the photographer must be in the position to understand what they product conveys so that his/her shots will have the same qualities (DeBeers must convey life-long love; BMW must convey class and innovation, Dolce & Gabbana must convey Sicilian trendiness and primo materials). Interesting to note: the BMW logo isn't a logo. It's a photograph. It makes it stand out--and makes you want it even more.

A real-world example. La Perla is probably the most expensive lingerie and swimwear group in Italy. They spend most of their budget on print. Take a look at www.laperla.com and you'll see the results. A fun anecdote: I read somewhere that up until a few years ago, the photographer was not allowed to have the model look directly into his lens because it conveyed a "straight forward" kind of femininity, whereas La Perla's personality was a "secret exclusive elegance". Now that has changed somewhat as the times have changed, but the quality of the photographs, and message that they convey, has remained.

I'm glad you asked this question, because lately it seems every business website I visit has placed stock photo images of attractive urbanites at the top of the home page. They aren't DOING anything with the product or service, however. It's worse than unoriginal -- it's getting kind of annoying.

I think eHarmony.com's use of real couples is effective and believable. It also works well in their tv ads.

I expect to see models and actors in photo settings for fashion gargar. Otherwise I'd rather see real customers (or "realer-looking" models, anyway).

Not a scientific answer, is it? My two cents. Spend it with wild abandon!

- Shelley

Some of the non-profit ads create the most powerful messages through the use of great photography, e.g. a struggling African child’s face.

Years ago, I wrote an article for Adweek contrasting print ads with all copy and absolutely NO graphic images or devisies TO print ads with ONLY photography and a company logo. Both have their place, but the all photo ads were consistently the most powerful emotional. Since brand requires an emotional connection, the photography in ads make for the best branding ads.

happy shooting