What Super Bowl Ads Can Teach Us About (Re)Building Brand Perception

This year’s Super Bowl came down to the last few minutes of the game and if you’re an Eagles fan, the win was a long time coming.


But in between quarterbacks catching passes (or missing passes), there were commercials — $5 million per 30 second spot — and one in particular came out on top.

Among the most talked about commercials was the touchdown celebration portrayed by New York Giant players, Odell Beckham Jr. and Eli Manning, promoting the NFL and "all the touchdowns yet to come." The full joke may fall short if you've never seen the iconic 1987 flick, "Dirty Dancing", but even without the background, seeing Eli in this light provided some much needed sympathy for a quarterback who had a rough season.

So while most of us don't have $5 million to drop on a commercial, there is a lesson to be learned here. When life hands you lemons, make lemonade. Or in other words, if you find yourself in a situation where you, your company, or your brand have had a "rough season" (bad customer reviews, lost employees, got hit with a fine, lost a contract to a competitor, etc.), think about how you can reposition yourself on top. And don't be afraid to poke a little fun at yourself. Too often we are too serious and all strive for perfection, where we should really focus on rekindling the passion in what we do and celebrate the past accomplishments and the progress we've made. After you've reflected, consider these questions:

  • What is your brand's current perception?
  • What can you do to improve that perception, or better align it with how you want to be perceived in the future?
  • What or who do you need to help you achieve those results?

Align yourself with the people who will support you, literally or figuratively, and you too will soon be at the top of your game, and soaring once again.