The Power of Poetry in Branding
I get really excited about poetry.
And, I’m not just talking about the kind that comes from dusty academic libraries, or finger-snapping hipster cafés.
I’m talking about the poems that connect you with other human beings, in the abstract, blurry way the mind and heart truly operate. The ones that help you understand another person, yet feel understood at the same time.
As a diehard poetry fan (and, okay, a bit of a weirdo), I truly believe everyone, everywhere, deserves to experience its magic, no matter what their background is.
So, when I see poems weaved into popular advertisements, I get even more excited. That’s exactly what poetry is meant to do: connect with the larger population on an emotional, visceral level.
If it’s done right—if the ad respects the artist, the message is nuanced and the purpose is positive—it can be one of the most powerful advertising and branding tools out there. With that in mind, I thought I’d share a few of my favourite poetry-based ads that recently circulated the airwaves. I’ll drill down what really makes them so impactful, and how you can emulate their techniques.