There were a number of very interesting speakers at the National Conference for Scouts Canada in Ottawa this last weekend. One of them – Noel O’Dea – is the president of Target, the company that rebranded Scouts Canada a couple of years ago. Amongst many fascinating examples, he used some older Harley Davidson print ads to show how an organisation can “speak” to its market without being direct. Harley’s Brand Message is about being cool and edgy. See if you agree these ads support that image.
For their work with Scouts Canada, the message was about getting off those screens and out in the real world connecting to real people. I think the ads Target produced were amazing at getting that over. Your thoughts, dear reader?
In addition, there was a series of small print ads for use in newspapers for recruiting youth members. They appeal to parents by stating some pretty amazing facts about the percentage of world leaders and “cool people” who attribute their success to having been a Scout.