How and when did brands get so small? It seems that despite the greater availability of tools and engaging media to connect brands with consumers, the impact of brands on society has greatly diminished. Why are the trillions of dollars currently spent on marketing only getting us “Paris Hilton” brands instead of timeless “Liz Taylors?” It seems that this past decade’s media revolution has empowered consumers while making brands more insecure.
Brands that want to be leaders must learn how to lead. They must facilitate what we call “branded movements” – or powerful collaborative statements with non-traditional groups such as grassroots organizations and influencers resulting in powerful brand communities. How do branded movements begin?
Brands should first adopt a more assertive attitude with regards to the roles they can play in society. They should not be afraid to ask themselves how they can change the world. This type of weighty question will naturally guide your brand to true values and give clarity, edge and purpose to your branding strategy. Plus, doing so will also bring you closer with a stronger base of consumers that are already asking themselves that very question of the brands they embrace.
A growing number of examples of branded movements is feeding consumers’ appetite for brand meaning, including General Electric’s “Eco-magination,” Lance Armstrong’s “Live Strong,” Dove’s “Real Beauty”, and Bono’s Red Campaign. At the core of these initiatives is a brand becoming human, inspiring through values, and then building communities through stories and interactions through imaginative use of creative and media.
“Branded movements,” work because they give everyone involved a sense of purpose around the brand and its values. They are also powerful because they allow to brand to touch upon society’s big shifts as well as the themes impacting the day-to-day decisions of individuals and families. The brand becomes both symbolic and relatable, inspirational and accessible. It is then, by being truly a part of consumers’ lives that our shrinking brands can become big again.
Hey there: I do agree that people will jump on the ‘company bandwagon’ when they feel that the company is on their side, so to speak. My only hesitation comes when I think of being fooled. For example, I know that the Red campaign was a for profit flop and it disgusted me to think that rich people were making money off of the plight of the poor. Perhaps many did not know the truth, but I did. Also, I found out that some of the Dove shoots were Photoshopped so that the cellulite of the models was not obvious. So I think the campaigns will only work when they are truly authentic. I think the only thing that has rung true with me lately is the “Undercover Boss” idea where there is a connection between real life and upper mgmt. Perhaps the folks in the brands’ offices need to come outside and get real themselves.
Comment by dawn behnken — February 15, 2010 @ 3:18 pm
I feel that previously advertising and consumers were seperated by something I like to call the “Awe Effect”. Which refers to the fact that while customers were wowed by product advertising and they wanted to fit in with the brand image created by the advertisement. However today, more and more creative teams I believe are realizing the importance of connecting with the customer on a much more personal level,creating realistic expectations for the brand and more importantly involving daily utility of the brand as an important aspect of advertising. Overall creating a more relatable advertising campaign rather than lofty expectations that customers have to mold themselves into.
Comment by Alexander Mathew — April 17, 2010 @ 11:50 am