Posts Tagged 'brand building'



take your time

The Supremes gave us some indispensable social marketing advice way back in 1966:

You can’t hurry love,
No, you just have to wait;
Love don’t come easy,
It’s a game of give and take.

They were right.

Building a meaningful relationship takes time.

And sometimes, the other person isn’t ready for the kind of relationship you want.

Trust and affinity grow over multiple interactions, bit by bit.

But the rewards for patience are much greater than those of a conventional advertising one night stand.

Social marketing isn’t a race.

As the Italians say, “pian piano, si va lontano” – take things slowly and you’ll go much farther.

Image adapted from this BBC photo (please let me know if you own the rights to this photo and you’d prefer me not to use it)

one night brand

Too much marketing takes a ‘one-night stand’ approach to building relationships.

The brand does all it can to get people’s attention – to seduce and woo them – only to ignore them the morning after.

But most of us already know that such an approach rarely establishes meaningful, long-term relationships.

Sooner or later, no matter how clever the tagline, or how single-minded the big idea, successful brands need to progress from courtship to a relationship.

And that requires a different approach.

It needs regular, two-way communication.

It needs compromise and understanding.

It needs trust.

And all of those require something more than a flashy new campaign every few months.

Sure, they’re a big part of courtship, but courtship is just the beginning.

Moving from lust to love requires us to show our audiences attention; not just for them to give it to us.

Let’s get serious.

150 not out

Innocent Drinks – those masters of simple marketing – have just released a lovely new piece of activity:

“Hello… My name is Alex Horne and I’m trying to set a World Record to one day be the oldest man in the world. I have been attempting this death-defying feat non-stop for the last 31 years and 7 months and although I’m now getting tired, I am still confident that I can keep going.

So please get behind me, wish me luck and warn me of any imminent dangers. Keep checking this site for regular blog, video and twitter updates and watch me avoid the reaper for another century at least.”

Alex’s video tells more of the story:

Equally mad are his 10 reasons why he believes he’ll succeed in living to be the world’s oldest man:

The whole thing is totally daft, but (I think) that’s pretty much the point.

Overall, it’s a great fit with Innocent’s brand personality, but it doesn’t feel like they’re trying to sell me anything.

Obviously the concept of living to be the world’s oldest person fits well with a brand that promotes a healthy lifestyle, but there’s no overt mention of any Innocent products (at least for now).

Other great elements of this initiative include Alex’s blog:

His twitter page:

And the selection of random bits on the website:

Including this great little competition:

They’re supporting it on their wonderful Facebook page too:

Overall, a lovely bit of fun that successfully deepens my relationship with the brand.

I look forward to seeing how this one evolves.

See for yourselves at Long Live Alex.

get up and go

The clip below has been around for a while, but I’ve finally worked out why it impresses me so much.

It leaves no room for excuses.

You just can’t opt out.

“Just Do It” is the starting motivation, but this makes sure you keep going.

In so doing, it builds the brand and drives behaviour at the same time.

Inspiring.

shared happiness

Tiago has been sharing so much great stuff recently, I’m in danger of duplicating his Cultural Fuel stream here, but this clip was too good to miss.

It’s such a simple concept: take the brand benefit, exaggerate it, and bring that exaggeration to life.

The reach of the activity itself probably wasn’t huge, but the video has achieved over 400,000 views on YouTube in its first week.

Perhaps it’s true: reality is more engaging.

I wonder if the same concept would have achieved as many views if it had been produced as a traditional TVC.

Lovely stuff from the guys at W+K.

ahead of the game

The ‘life’s a game’ concept is nothing new, but it seems to be particularly resonant at the moment.

Russell describes what I’m feeling beautifully in this great excerpt from his epic playful post*:

“Just like when I walk through the crowds on Oxford Street a tiny part of me is pretending I’m an assassin slipping steely-eyed through the crowds in order to shake the agents on my tail. And I bet it’s not just me. I’m not saying I’m massively deluded, just that, very often, some bit of us is always trying to play those games, to make mundane things more exciting.”

It’s one of those lovely insights that could translate really well into brand activity.

And this Nike spot hits that sweet spot beautifully:

It works because it’s engaging – even if it’s only in your own imagination.

* Yes, I know I’ve linked to it about 10 times already. But there’s a reason for that: it’s wonderful. If you haven’t read it already, I thoroughly recommend taking a look now. Thanks to Neil at Welcome to Optimism for sharing the Nike clip.

cut out and keep

Hypebeast and Today and Tomorrow have already featured this fantastic partnership between Lego and Muji, but it deserves more than a quick twitter link.

The concept is so simple that I’m sure children all over the world already have their own version.

However, there’s nothing wrong with brands celebrating existing behaviour.

The reason this partnership works so well is that it builds on the essences of both brands: Lego’s boundless creativity, and Muji’s delightful simplicity.

Here are some more images borrowed from the original Yoshikage Kajiwara post (in Japanese):

On a related note, take a look at this glorious anthropological study of Lego ‘nomenclature’, and this inspiring post from Russell Davies on the importance of imagination in play, communications, and the world in general.

Many thanks to PSFK for alerting me to the Muji partnership and nomenclature posts.
UPDATE: John seems to like this too… what is it about planners and Lego?



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