Sapporo Black Label's "Adult Elevator": Building Brand Association

This episode discusses brand association, defined as the sum of a person's memories, images, and feelings linked to a brand. It highlights how strong brand associations make a product more likely to be chosen by consumers.

It presents two types of association: context leading to brand (e.g., a situation reminds you of the brand) and brand leading to context (seeing the brand evokes usage scenarios). Using Sapporo Black Label's "Adult Elevator" commercial series as an example, the discussion analyzes how this campaign builds strong associations by connecting with various situations, offering consistent messaging, creating real-world experiences, and incorporating "blank space" for viewer interpretation.

It emphasizes the importance of consistent messaging, connecting with customer context, linking with customer experience, and communication with room for interpretation in fostering robust and lasting brand associations.