In this age of ever-increasing product parity and marketing sameness, people form their opinions of a brand based on all the things it stands for—its values, its point of view, its “beliefs.” In the past, companies too often assumed that conveying these beliefs to their audience was limited to what they could put in an ad or a clever tagline—everything else was just business. But as people’s media habits become more diverse, more sophisticated and more “real time,” they expect a brand to be a lot more than just an occasional commercial break. And they are forming their opinions of a brand not just from the things it says, but also from all the things it does in the real world.In the clutter of marketing messages, talk is getting cheaper, but brands that can bring their beliefs to life are adding more value to the lives of their audience.
With people expecting brands to deliver against their advertising claims in the real world, the saying “actions speak louder than words” has never been truer. A strong brand belief brings passion to the company and allows for the brand to become something that people don’t just buy, but buy into. And brands need to recognize more opportunities to create places, spaces and experiences that people, attracted to what the brand stands for, will seek out and choose to spend time with while bringing the brand’s belief to life.
Casa Camper
The Spanish shoe brand with the slogan “Walk. Don’t Run.” believes in seeking out a slower, healthier lifestyle and that the secret to true luxury lies in simplicity. Hotel Casa Camper is the physical manifestation of this brand belief that immerses guests in a total brand experience. All bedrooms face away from the street to avoid the distraction of street noise, and all guests have access to a private chill-out space, complete with a hammock. To promote a healthier lifestyle, they provide bicycles for guests to get around in Barcelona.
Innocent: Fruitstock
Fruitstock is a free music festival put on by eco-friendly smoothie maker, Innocent. It’s a physical and authentic representation of what the brand believes in: community, sustainability, a healthy way of living and, of course, fun. The annual charity event has helped to create a smoothie cult, turning customers into fans by hosting memorable brand experiences that aim to make people’s lives better while raising money for a good cause. Every year, more festival-goers happily sample Innocent’s new smoothie flavors, browse the farmers’ market and enjoy the music and atmosphere with friends.
Bugaboo: Daytrip Maps
Bugaboo applies their belief in “increasing freedom of movement and making mobility flexible, simple and light for parents” to their products but also to their marketing. Recognizing that cities can be tough terrain for parents and their kids, Bugaboo’s microsite bugaboodaytrips.com makes finding fun and family-friendly activities easier by providing downloadable walking maps for major cities worldwide. The maps provide interesting insider tips like toy shops, eclectic neighborhoods, nature preserves and other kid-friendly activities for modern parents to master the urban jungles with their kids.
- This newsletter was first published in March 2008. Media Arts Mondays is produced by Media Arts Lab. You can subscribe to Media Arts Mondays here or download this newsletter here.
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