David Brier, power blogger for Fast Company, designer, author, speaker and branding expert, is no stranger to the secret behind a successful brand. He is also the coolest- here’s an awesome quote he emailed me that had “share” written all over it. Hope you guys like it as much as I do.
How does brand recognition, desire and impulse relate to color? How much does a particular tone affect the way people behave towards our products? As mentioned in Could this be the future of retail therapy?, image is an essential ingredient that acts as a catalyst working towards or against you. “Consider that more than half of purchases are based on emotions, especially when a client is unsure and must choose between two brands.” The way you act and ultimate behave will be greatly influenced by your experience in that precise moment and how a brand’s delivery conquers all of your senses.
Through this infographic, the folks of KISSmetrics shed some light on the impact of visuals and how it affects our impulses. Words, design and time play an important role in the way we perceive everything.
Is this a revolutionary time for marketers? The Branding Forward Project, in association with Fast Company and Mechanica, give us a comprehensive look into the current scenario when it comes to branding and what we can expect in the future.
Jennifer Lopez’s new video “Papi” has hit the the screens in what looks as massive display of brands of all types and sizes. But the main character is none other than automaker Fiat. It was not long ago we had heard the brand had enlisted and signed with Jennifer Lopez in order to promote products such as the 2012 Fiat 500 Cabrio. A 30 second version/trailer was launched prior to the music video and was featured on its website and Youtube channel.
“Jennifer fits perfectly with the brand not because of who she is but because of what she is — authentic, passionate, modern and a fighter determined to stand out from the rest,” said Olivier Francois, Chrysler’s CMO. Her deal is the latest of many partnerships artists commonly have with auto brands. For example, Chrysler also took on an endorsement by Eminem earlier this year with this appearance in its Super Bowl spot, which has been viewed more than 12 million times on Youtube.
However, it was not Fiat’s presence in the video that caught my attention. Did any of you also notice how many brands made the cut?
Blackberry
Black
Fiat (as previously mentioned)
Planet.com & Apple’s Mac Book Pro
Tous
In cases like these I can’t help but wonder… how much of product placement is too much? Is this endless parade of cameos make us feel we are having something shoved something down our throats? Does this attitude benefit or end up hurting the way people perceive us?
Of course it does serve as a slingshot for many to see what our product is capable of- I mean, it looks as though the Cabrio can withstand anything. Even a lusting stampede of men. So my guess is that it will be perfect for cities and daily traffic. Question is, how much of her persona will be transferred into the brand’s positioning? Will she be able to revitalize it? Only time will tell… and sales of course. But so far, a gross number of 6 million people have seen the vid in only 3 days. Not bad at all. It got us all talking and writing about it, didn’t it?
By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding)
How do we make a brand come to life? The answer is very simple.
Wieden + Kennedy, Ad Age’s 2010 Agency of the Year, relies on a fundamental philosophy: find the brand’s soul and reveal it’s truth.
The firm that brought us the tagline “Just do it”, with clients such as Coca-Cola, Old Spice, Nike, P&G, Target, Converse, to just name a few, and offices that roam the earth as far as Tokyo, Delhi, Sâo Paulo, Amsterdam and NYC, has become the most awarded agency in the world.
Agency partner, John Jay, considered one of the most creative people in the business, comments that in order to create good advertising, we must be good listeners and uncover what the brand’s truth is. Understanding who and what they are and how their soul is relevant to people is the first step into breaking out of silos and allowing us to define them by these terms.
He also stresses the importance of getting out of our comfort zones. Going out on the street and living the culture, as opposed to having others tell us about it, lets us truly understand how people think and paves the way for better brand strategies.
By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding)
