When Branding, it is important that you deliver one simple message. That message must be clear and carry emotion. As any stand-up comedian will testify to, humor is a hard topic to develop. As a comic, you are constantly trying to figure out what will make the audience laugh. Audience mood, subject matter, timing, and occasion are all elements in preparing humor.
On the other hand, you would think human emotion would be more straight forward. However, humor also has, like in law, a statute of limitations. A good example is William Shakespeare’s, “Merchant of Venice.” In the court scene, Shylock, a Jew, will lose his fortune and must convert to Christianity. Today, when this scene is played out, there is sadness; however, 500 years ago, the audience was belly laughing at this scene.
There are still some forms of humor that maintain, like slapstick, a more physical humor that has been played out for centuries. Humor based on a play of words can be dated as the meaning of the words or expression change in time. Whereas, a single tear, still has the emotional response expected.
Generational family topics can be moving like the following video. No words needed to be spoken and you understand what the company is branding.
This is another military topic where generations having shared similar ordeals and threats meet in an unlikely location. This video also shows that sex and race are not a criteria for anyone who has served in the armed services.
Did you note that both videos use a single piano to set the emotional tone? Music can set the tone and mood for the response expected. Music is a powerful emotional element to add to any video. Music must be chosen on how you want the audience to react and experience, not what you like.
In the Food City video, when the young man starts to walk up to the house his face is bright and happy as he looks around, then he sees the older soldier dressed up in his full-dress uniform. The young man’s face slowly changes to a more respectful serious look, dropping his bag, as he moves slowly towards the older solder. The witness to all of this is one woman who turns to see the two solders meet. The embrace of the soldiers is the signal for all to encircle the two soldiers and it ends.
In the American Airlines, a young black female dressed in camouflage fatigues is asked to board first. The room is crowded, but there are older men who take special attention to this young soldier as she walks forward. She walks between a row of people but spots one older man who has stood at attention presenting her a salute. She humbly acknowledges it with a shy smile and a nod. The narrator’s words are unnecessary, the message is clear.
The piano is a string instrument. How would an acoustic guitar change the mood in these videos?