menu

Ed Cotton: Why Brands Need Places Of Origin

Ed Cotton: Why Brands Need Places Of Origin
Advertising

Stressing physical space in a digital world, Bombay Sapphire will soon have a Home of the Imagination to give it somewhere to 'be from.'

Ed Cotton, BSSP
  • 27 september 2012

The digital world gives us the opportunity to imagine new worlds for brands and to create virtual spaces that brand audiences can navigate and explore. They can be updated, changed and modified to suit the times and most important they can be accessed by everyone from anywhere.

Given the power and opportunity of digital, it therefore seems strange that Bacardi’s Bombay Sapphire would need to go beyond this. Bombay is a brand that was launched in the mid-1980s and was in the Diageo family until Bacardi acquired it together with Dewar’s in 1998 for $2 billion.

The 1980s was a time when we saw spirits brands being created without provenance; they were born from the minds of marketing teams, new product consultants and agency creatives of all different shapes and sizes. These were the brands that took on the established players and offered a new generation of drinkers something of an alternative to the stuffy old world of their parents and grandparent’s spirits brands.

Fast forward to 2012 and Bombay Sapphire is now looking ancient and one without provenance, the brand possesses a beautiful bottle design and botanicals story, but it doesn’t come from anywhere, that is until now.

Probably as a result of extensive consumer research, Bacardi has decided that Bombay needs a home so they brought one and are turning it into a production and physical center for the brand. Much like a winery or a whiskey distillery, it’s a place you can visit and live and breathe the brand’s sensory signatures.

However, unlike wineries and whiskey distilleries- Bombay Sapphire’s Home of the Imagination doesn’t have a historical connection to the brand, instead they picked an amazing site in a beautiful part of England and are a designing the space from scratch that will open in 2013.


It’s an important reminder that brands need centers, they need something that holds the whole thing together and has substance.

Obviously, Bombay is an extreme example because the category has specific demands from provenance that doesn’t necessarily ring true for others, but in a world where digital is dominant, the physical is going to hold an increasing allure.

Brands that exist within physical space and have the opportunity to create for it need to think really carefully about the experience and how they can deliver something that goes well beyond the virtual.

To see the original post, click hereOriginally posted on Influx, which explores the intersection of brands and the social, consumer and cultural forces that shape them. Read more on Influx.

Picture via Influx

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Advertising

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Pam Scheideler

Convincing Early Adopters

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.