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Article: Private view.(Viewpoint essay)
- Article from:
- Medical Marketing & Media
- Article date:
- April 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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I wanted to title this article, When Animals Attack. Or more appropriately, When Animals Show Up as Metaphors for "Tough, Yet Gentle" Concepts.
Mining the tried and true conceptual vein of animals as metaphor to express the holy grail of product attributes--high efficacy and tolerability--makes sense.
Animals can elicit a number of emotions at the same time, ie: fear and affection. As a creative solution, what's not to like? It has both strategic relevance and great branding potential.
Problem is, it's been done ... a lot. So, making a common concept approach memorable presents a real challenge.
Most often a uniquely imaginative ...