Monthly Archives: April 2012

April 18, 2012 · 10:11 pm

Shock & Awe

Guerrilla marketing is not new. But it remains an incredibly effective way to captivate consumers.

Check out the dance riot created for T-Mobile in Liverpool station in 2009 (click here). Or look below at the guerrilla campaign for TNT Network in Belgium. In both cases, marketers inserted gripping theatrical drama (brand content) into the humdrum venues of daily living. Then all hell breaks loose.

The result – hundreds of people stop in their tracks, establish an indelible memory of the brand/concept and then share it with all their friends. Eventually it goes viral thanks to Facebook and YouTube sharing.

Moral of the story – in this age of viral media, well executed guerrilla marketing can engage consumers and drive brand registration like never before.

2 Comments

Filed under Brand Voice, Morbid curiosity, Risk Management

Tagged as brand content, brand registration, drama, guerrilla marketing, indelible memory, T-Mobile, theatrics, TNT Network, viral media

April 17, 2012 · 4:21 pm

Logo Power

I have long thought that logos serve a dual function.

The Beacon – for newbies seeing a brand logo for the first time, it serves as a beacon…identifying the landmark and inviting passersby to investigate.
The Window– for experienced users, it serves as a window into the tapestry of ideas, thoughts and emotions that constitute the brand’s equity and, hopefully, appeal.

Here’s an example. Most Americans driving by a neon sign for Super Duper Weenie, if they see it, will think “hot dog joint” and perhaps stop in for a bite. This is the beacon effect. In contrast, for anyone living in Fairfield CT, home of Super Duper Weenie, this logo is already incredibly well known. It conjures up associations of fabulous hotdogs, incredible fries and an authentic welcome from owner Gary Zemola. This is the window effect.

If you want to see the early stirrings of logo power (as seen through the eyes of a 5 year old) check out the video below. And don’t neglect investing in consumer experiences that drive the power of your brand and your logo over time!

4 Comments

Filed under Brand Voice

Tagged as brand beacon, brand equity, brand power, brand window, consumer experiences, gary zemola, landmark, logo, logo power, super duper weenie

April 16, 2012 · 9:37 pm

Inner Visions

I’m not talking about Stevie Wonder here. I’m asking you to think about that very private, quiet, creative place in your mind where you go to imagine things – memories, mental geography, story lines, loved ones – the place you go to reflect on things when eyes are closed.

Imagine a new kind of brand communication – brand experience really – that speaks to this private part of your mind – bypassing verbal appeals and speaking directly to the non-verbal core of your imagination. Powerful stuff – a new language really – and some forward thinking brands are learning how to do it.

Consider the campaign for Legoland UK resorts – agency gurus installed tiny pigeon-sized Lego billboards around London and invited passers-by to tweet #legolandminibreaks with a photo if they spotted one. Alternatively, watch to video (attached) describing an experimental brand installation for Absolut India. These efforts bypass all the normal filters we consumers throw up, and speak directly to our inner vision – powerful stuff!

Monthly Archives: April 2012

Shock & Awe

Logo Power

Inner Visions

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