Those who remember Canon’s campaign featuring the tennis world's answer to Patrick Swayze would recall the slogan “Image Is Everything.” Now, we wouldn’t go so far as to say image is
everything. I’m a firm believer that no matter how brilliant the creative is, your poop cone idea may never get the market penetration you’re looking for.
But whether you’re selling goods, services or the seriousness of your local law enforcement, image can be pretty important.
Take a look at the following, and tell me I’m wrong:
This image says, “Stop what you’re doing, young scallywag, or I’ll tell you to stop again in my Outside Voice.”
This one says, “If I don’t hit you with the first shot, I’m probably not going to chase you.”
And this picture of Peruvian anti-riot police says, “Do what we say, or we’ll blow up Alderaan.”
In some cases, image does make a difference. Those guys look like the Kevlar Knights of the I’m Gonna Kick Your Ass Table.
Now take a look at some products for which image pretty much is everything
Axe body spray, with a campaign that essentially says, "Use Axe, and you will attract women," has been hugely successful. But it’s just spray deodorant, the fumes on which many a prepubescent chump has choked on in middle school locker rooms across the country. However, call it a “body spray,” pump up its image, and suddenly new life has been breathed into an old product. Tag body spray by Gillette adopted the same strategy.
Gatorade refers to their new G2 as an “off-field hydrator.” It’s really just low-calorie juice. But Pepsi labels the product as Gatorade and uses sports stars like Derek Jeter and Peyton Manning to build a brand image. Whatever happened to hydrating with WATER? But water is another culprit. People will pay $3.99 for a bottle of Fiji water, which tastes no better than $1.19 Aquafina, which tastes no better than tap water, simply because Fiji has an image that it's better than less expensive faucet-derived water.
The next big thing: Darth Water.
Trust me.
Previously in law enforcement: kids dig teddy bears.
Captain Awesome, Project Specialist
Normally, I try to keep the Friday 5-7-5 a little breezy, but recent news of Crispin Porter & Bogusky's successful pitch for Microsoft's latest Windows campaign has got me all hot and bothered. A project worth 300 million smackers will do that to anyone, I suppose. I'm curious to see how CP&B intends to reverse the thorough ass-kicking that Microsoft's image has taken from not only Apple's brilliantly choreographed Mac vs. PC campaign, but also the failure of Vista to not suck.
Hon, I'm from Baltimore. I bet I know more places to buy drugs than you do. 
