To start off this post I'd like to do a little exercise. I'm going to mention a few brands and you think about WHO comes to mind after I mention them.
Who comes to mind when I say: Verizon Wireless, AllState Insurance, Michelin Tires, Career Builder, Wendys, or Apple Computers?
For Verizon Wireless was it the white guy with the dark glasses and the rest of the "network"? For AllState Insurance was it the black guy explaining the ad and their offers and always asking "are you in good hands"? For Michelin Tires was it the marshmallow/Michelin tires guy? For Career Builder, the monkeys? For Wendys, was it Wendy or Dave Thomas? Who came to mind when it came to Apple Computers, Steve Jobs, or another guy?
An important element in your advertising, whether you realize it or not, or whether you are intentional about executing it is the persona you give your brand by the talent and spokesperson you use for your ads.
The word "persona" is defined on Wikipedia as: "A persona, in the word's everyday usage, is a social role, or a character played by an actor."
This creative advertising technique is always important to consider when creating your advertising. The examples we've mentioned communicate a strong persona that they want mentioned with their brand.
The AdBeef community is discussing the Apple vs PC commercials and of the elements mentioned is the persona Apple Computers is portraying with their acting talent.
You will also note the persona created by competitors. Apple does a favor for Microsoft and creates for them the persona of a the statistical nerd. You can empower and add to the favor-ability of your brand by portraying your competitors in a way that is less favorable to the target audience.
THE LAST PIXEL:
Advertisers have the opportunity to communicate an attitude, lifestyle, level of creativity, and among other things, a status for their brand and product. The same strategy exists to communicate a message and persona about your competitors. Take a note about the talent you use, and what they inherently communicate.