What - These are strategies designed for clients, where, instead of developing a brand idea and then communication and then taking it outside to the consumer, you first identify or look outside for a big social change and use that to develop an idea.
These are strategies designed for clients, where, instead of developing a brand idea and then communication and then taking it outside to the consumer, you first identify or look outside for a big social change and use that to develop an idea.
Example : Brand Toyota’s Scion cars, which targeted Generation Y. They asked Scion owners to play with the basic Scion logo and create their own logos to represent their lifestyles. The Scion owners could get a sticker of the logo they had created, or paint it onto their cars.
How to do cultural movements – by aligning with a powerful idea on the rise to define a culture, then by creating actions/ events/ communication to draw people into the idea. “Now this idea already exists, historically advertising has fabricated something. This is something that is true, it is something people already believe in. It is something that is already out there in the world, we are not creating it. It is an authentic experience.” You then use mass media to amplify this and also activate it through word of mouth, brand PR and content placement.
These are strategies designed for clients, where, instead of developing a brand idea and then communication and then taking it outside to the consumer, you first identify or look outside for a big social change and use that to develop an idea.
Example : Brand Toyota’s Scion cars, which targeted Generation Y. They asked Scion owners to play with the basic Scion logo and create their own logos to represent their lifestyles. The Scion owners could get a sticker of the logo they had created, or paint it onto their cars.
How to do cultural movements – by aligning with a powerful idea on the rise to define a culture, then by creating actions/ events/ communication to draw people into the idea. “Now this idea already exists, historically advertising has fabricated something. This is something that is true, it is something people already believe in. It is something that is already out there in the world, we are not creating it. It is an authentic experience.” You then use mass media to amplify this and also activate it through word of mouth, brand PR and content placement.
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