ART307 ENTRY: Jaclyn

There are the traditional approaches to advertising--print ads in magazines, billboards on the highway, radio spots, and television commercials. In recent years, the internet has played a major role in successful advertising, especially with the incorporation of mobile devices. As marvelous as all of the opportunites offered by advanced technology are, is there a better tactic to engaging people with the brand? A more successful approach to making the experience of the brand more memorable?

UDVC alum Andrew Zolty, co-founder of the new startup company Breakfast, believes in an alternative approach to advertising. He claims that the solution is simple and sensible--to improve any faults with the brand so that in turn, the experience of the audience is improved. By enhancing their interaction with the brand, the consumer has a positive memory about it, is more likely to return, and encourages them to talk about their experience with others. The solution could be something minimal as in making the wait in line more enjoyable, or by creatively rearranging a store to simplify and quicken the audience's experience. For example, he constructed a machine (Bakertweet) for the bakery Albion Cafe to notify people of freshly baked goods via twitter. The baker simply turns a dial to select a baked good, and it automatically sends a tweet to all of it's twitter followers to encourage them to stop in for a fresh pastry.

By establishing a concept that makes the brand a bit more accessible, simpler, and memorable, the end result makes life better for everyone involved.