When discussing a communication strategy for almost any brand today you will probably hear one very "innovative" suggestion: "Hey, let's create an iPhone App!"
I would say that apps for smart phones became what TV spots were ten years ago.
Here is a new app from Black Eyed Peas, a band that has a strong brand-orientated approach towards their work. And why not - in the end, music and entertainment is a business like any other business. I would even say that Will.i.am and co. are playing better Brand Managers than the someones working for big international brands. Take a look how they promote the Black Eyed Peas brand:
These days I was shown a short movie with Academy award 2010 in Animated short movie category. It was shown for the first time at Cannes Film Festival 2009 and opened the Sundance Film Festival 2010. Yes, I'm talking about the Art of the short movies. Key word here is Art!
But... the creators use an interesting metaphor - a world of brands and logos. It's absolutely fascinating to follow the movie and discover all the brands presented through their logos and to observe each brand role - who are the bad guys, who are the heroes, who are the victims? The story is fun as well. Well, in the end the world of brands falls apart and the reason is that brands destroyed each other just like in an American action movie!
I mentioned already the metaphor of the world of brands, right? Or it's not a metaphor at all? As I said it's about Art here, so Brand managers shouldn't take it personal.
Just see Logorama, search for your Lovemarks inside and think about what you've seen in the end. Also think about is it better for your brand being there as the bad guy destroying the world, as the victim killed in one second or not being in Logorama at all?
After the long Christmas and NYE holidays people are full of hopes and bright expectations, thinking about the essentials in life - love, friendship, happiness. Being so idealistic is a rare and good mood and if you ever felt into it I would like to ask you a simple question:
Who owns the Heaven?
Here's an epic battle: Lavazza vs. Nespresso (Yes, it's again about brands!)
Lavazza chose the divine theme long time ago...
Nespresso jumped into the Heavens as well, starting the big battle on who has the right to be in clouds (with George Clooney their army seem to be stronger, don't you think?)
Lavazza fights back with a divine smile by Julia Roberts (who was paid an incredible amount of money to play an angel without saying a word)
Another question: if brands are already in Heaven, is there forbidden field for them? Just drink an espresso and wait for the answer during 2011.
T-mobile are probably the best example of a flash mob with commercial purpose, and one of the first ones with the T-mobile dance one year ago.
This one is still on the same track but refreshed in a very nice way and going one step further switching from dancing to singing:
Conclusion: once you get a strong communication tool it's not necessary to change it but just give it some freshness and make it work for you more than once. People like to follow good stories and it's engaging. What's more they will share the story with others. ("Life's for sharing", indeed!)
During the last two years luxury fashion brands like to create touching short movies aiming to strengthen the brands giving them emotional human aspect. That trend in the communication of luxury fashion brands is maybe related to their ambitions to conquer bigger market going a bit more mass market and leaving behind the glamorous image turned once only around rich and famous but still saving the magic and the dream behind the brand.
Is that assumption true?
Let's search for an answer in the latest short movie released on-line for Dior:
The graphic artists from Rinpa Eshidan (Japan) were asked to paint a MINI car in Tokyo. They got inspired from the idea behind MINI as a brand and gave their best for the project. The result is a captivating mobile artwork. Yes - Art, not Advertising!
In near future I expect more and more projects like that circulating the web as viral videos for smart brands rather than adv spots.
The Tassimo BrewBot campaign is showing a dancing robot! In general, I love the dance metaphor in brand communication but this time something is not the way it should be.
First of all, we've seen a lot of dancing robots already - cars and all kinds of transforming machines. So, no element of surprise anymore.
Second, we have a coffee machine by Bosch here. Does anybody perceive this brand as fun, young and... dancing?! Me not. So why do we decide to make this product dance, bearing in mind the mother brand? I wouldn't do so just for the sake of being original and entertaining (or trying to be). If someone wants to explain that decision, please, you are very welcome to do so. Discussion is always a good thing.
And one final remark here... the whole product experience with the coffee machine and the capsules with different tastes in different colors reminds me immediately of Nespresso. Is it a good strategy to follow a big player in the field both in terms of product and communication strategy? It might be, but don't try to fight for the best and the most original campaign in the end of the year, please!
In the end, the dance metaphor is not a good solution for every brand. I will stand for this statement despite my passion for dancing and rhythm as communication system. Or let's put it this way - there is no wrong or right communication, there is only appropriate or not appropriate one!
Some people say Mr. Ralph Lauren isn't the best fashion designer but he's a genius Communication Manager in the world of fashion. Innovation in fashion marketing is a great part of his job. His latest presentation related to the 10th anniversary of Ralph Lauren's on-line store stands one more time for the power of his communication ideas:
Sometimes brands try to tell their stories using different art forms. Is it a good way? Yes!
Art form such as dance could transmit a strong idea or create a metaphor of a brand personality using emotional message and at the same time be based on rational strategic concept. Results can be surprisingly good.
A cooperation between Tod's shoe brand and theater La Scala - Milan is an intersting exaple on how it works.
There's an interesting entree in the short list of London International Awards 2010, a festival celebrating ideas in the communications world 25 years already.
It's a campaign promoting infant milk formula in both educational and entertaining way. It tells mothers that they can easily develop the brain activity of their children in harmony using the letters from the English alphabet and making children dance it!
Take a look at the official video of this entree directly on the London International Awards web-site by clicking here.
Master in Brand management and advertising communication, idealist and explorer searching the meaning and believing in the evolution of the world and human nature. Interested in branding, advertising, marketing, PR, management, design, dance, art, psychology and anything meaningful!
Founder of Rosey's mark (www.roseysmark.com).
When discussing a communication strategy for almost any brand today you will probably hear one very "innovative" suggestion: "Hey, let's create an iPhone App!"
