menu

Shawn Parr: Building an Authentic Brand People Believe In

Shawn Parr: Building an Authentic Brand People Believe In
Advertising

The head of innovation/design consultancy Bulldog Drummond extols the consumer connection-savvy of lighter brand, Zippo

Shawn Parr, Bulldog Drummond
  • 19 august 2014

Building a brand that stands for something is challenging; it takes time and most importantly, authenticity. Almost all companies hope to impart a positive emotion or gain immediate recognition upon someone viewing their logo, hearing their name or considering their story. Zippo is one such company that has been able to achieve that success.

When most people hear the word Zippo they have immediate brand recognition. Its name and brand persona hold a reputation of tradition and durability that companies and industry leaders can learn from.

Zippo Conveys Quality and Personality

Zippo employs these important values throughout their company. Personality reflects the nature of the brand, right to its core. A Zippo lighter is considered an extension of one’s personality, a reflection of a person’s character right down to the color and design of the lighter. With personality in mind, they’ve also made innovations in their manufacturing processes to emphasize design by making customizations available on their website. Today, Zippo’s “Customize It” feature online enables consumers to upload any image they want imprinted on their lighter to create an even more unique Zippo allowing users to make a statement about who they are and what’s important to them.

Zippo works each day to ensure that their brand promises shape their business decisions. They believe that quality starts at their roots, and that supporting consumers who share their values is the most effective way to fuel growth.

“We believe in communicating quality through our lifetime guarantee policy – ‘It Works or We Fix It Free’ – which is threaded throughout the company,” says Global Marketing Director, David Warfel.

Marketers, entrepreneurs and company executives alike should consider the values that a company operates within before creating a campaign or advertising strategy. By tying efforts to a brand’s promise, you’ll be creating something that is more meaningful—to you, your company and your consumers.

Zippo Knows How to Communicate Directly with Fans

Zippo recently created an experience for fans by fans—a campaign inspired by consumer feedback and their long-held company values—#ShareThePain. In response to a growing number of consumers turning to social media to vent about the loss of their Zippo lighters, Zippo launched ShareThePain.com and created custom meaningful content unique to Zippo consumers. They engaged with consumers one-on-one via Twitter to commiserate the pain of losing a beloved lighter.

“The results from the campaign have been exceptional and we’ve seen an organic increase of over 8,500 fans on Zippo’s Facebook and Twitter accounts. It is important for the future of the brand to have a strong presence on social media so that we can continue to nurture the relationships we’ve developed with our passionate fan base,” said Warfel.

#ShareThePain is an example of Zippo furthering its investment in consumer insight, knowing where its target audiences live and engaging with them in meaningful conversation. The key insight is that the entire campaign was built around quality and personality.

In the U.S. alone Zippo continues to see over 100 tweets each month about lost Zippo lighters, and these tweets are completely unsolicited. As a brand, this offers Zippo an ongoing opportunity to engage with fans and offer “condolences” for lost lighters. It also provides an opportunity to learn from consumers and turn feedback into ideas around how to better communicate with them, provide content and services they find most important, and continue to drive the brand in the direction that resonates with consumers most.

Zippo will continue to be a thriving brand because of their authenticity and ability to successfully communicate with their consumers. They’re revolving their business around their consumers, and that’s what people truly value in a brand.

Shawn Parr is the Guvner & CEO of Bulldog Drummond, an innovation and design consultancy headquartered in San Diego whose clients and partners have included Starbucks, Diageo, Jack in the Box, Taco Bell, Adidas, MTV, Nestle, Pinkberry, American Eagle Outfitters, Ideo, Sony, Virgin, Disney, Nike, Mattel, Heineken, Annie’s Homegrown, Kashi, The Michael J. Fox Foundation for Parkinson’s Research, CleanWell, The Honest Kitchen, and World Vision. Follow the conversation at @BULLDOGDRUMMOND.

Trending

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Health
Travel Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

Design & Architecture Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Experiential Marketing Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Related Expert

Gavin Andresen

Digital Currency, Security, Community

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Op-Ed Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

Technology Yesterday

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

Minute Maid Opens A Store That Sells Nothing

The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

Entertainment Yesterday

Samsung And Viceland Partner For A Virtual Reality Documentary On The Syrian War

The White Helmets film uses VR to immerse viewers in the everyday conditions of the war-torn country

Design & Architecture Yesterday

These Designs Bring Modern Architecture To The Humble Birdhouse

Artist Douglas Barnhard has imagined a series of designs emulating the work of architects such as Frank Lloyd Wright and Joseph Eichler

AI Yesterday

Nine Technologies To Invest In When It Comes To Retail [Future Of Retail]

Retailers are leveraging assistive technology to help employees in their daily tasks and customers on the sales floor

Travel Yesterday

Acura Cockpit Envisions The Future Of Autonomous Travel

The car brand has built a proof that offers a sneak peek of the self-driving vehicle experience

PSFK EVENT

FUTURE OF RETAIL 2017
Conference Built Around Our Report Launch
BUY TICKETS

Retail Yesterday

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support

Retailers are leveraging advanced technology to relieve associates from mundane tasks, while better assisting customers

Cities Yesterday

NYC Map Calculates Economic Benefits Of Every Tree

TreesCount! maps all the greenery in the five boroughs and even figures out how much money it saves the city

Design Yesterday

Create A Perfectly Tailored Shirt Using Just Your Phone

UKYS has created an application to get accurate measurements of buyers through a few simple pictures for custom shirts

No search results found.