Branding

Brand Experience: The Modern Narrative

Nike

Nike's strategy is cemented on determination: the story of a hero's journey, emerging triumphant against the odds.

When it comes to human connection, what good is your brand if it doesn’t evoke an experience? Campaigns may come and go, but in today’s world, brands should strive to focus on creating memories. Experiences are part of the things people carry for the rest of their lives. Brands such as Nike, for instance, base their vision on elevating the experience of the athlete. Authenticity is a key aspect when it comes to creating a brand experience. Ask yourself,  “Is there a real reason why the client is using the product at that particular moment?” Brands that will succeed in the future will harness this power and add the extra value to people’s life.

Media companies and brands are the same business: the business of telling stories that influence behavior and change minds. Understanding a consumer’s journey is key in order to leverage opportunities of having a voice during each step of the way. One way to approach brand stories is through the premise of having something interesting and creative to say. The news needs to be interesting enough to want to be shared.

It all starts with the user experience. After studying the consumer, think of what the person will take away from your brand and what this experience is translating into. What do you want people to think, to feel? Do people understand the story and what we’re conveying? Does the story adapt to the medium? And last, but not least, would people be compelled enough to want to share that information?

Digital platforms such as social media are excellent opportunities to ignite conversations revolving a product that often lead to one of the most powerful assets a brand could have: a community. Creating an environment suitable for user-generated content is the ideal scenario that not only provides a snapshot, but an ongoing story with people.

GoPro's Youtube channel features user-generated footage shot with their own cameras.

GoPro's Youtube channel features user-generated footage shot with their products, which has seduced viewers everywhere.

As a brand who creates stories worth sharing, what does it take for a person to want to share branded content? If you’re a brand and if you’re going to create content, you need a consumer centric approach that considers: the channels in which they consume content, the information they want to consume, a content that inspires credibility and that people might think their friends are going to like, and last, but not least, content that must add value.

We live in an age that demands constant reinvention. We can’t just do something and go “Phew, I’m glad that’s over.”

CVS Pharmacy: Walking the Talk

 CVS
 
Marketing is all about reputation, a notion that CVS Pharmacy embraced when it surprised the world by banning the sale of cigarettes in their stores - a bold move that may hit their revenue by US$2 billion, only in the very first year.
 
When it comes to building a brand, you have to practice what you preach. Within the scope of a “health-oriented" positioning, selling products that can harm said health clearly goes in the opposite direction. Which is why we can't help but conclude: in order to build a great brand, you must put purpose beyond profit.
 
 

A look back: The Campaigns that rocked Cannes in 2013

Cannes Lions Festival

In less than a month, the world of brands will come together for what is the biggest celebration in the industry of advertising. A place where everyone working in the field of communications - from agencies, to media specialists, to marketers - are inspired by a week of nothing but ideas. Or as Marcelo Serpa, Partner and Chief Creative Officer at AlmapBBDO once said: "Cannes is the worst enemy of indifference. It is here where we gather each year to share the only antidote we have for the indifference of consumers overloaded with information - ads, films and campaigns - creativity." 

Here's a review of the campaigns that rocked the 2013 Cannes Lions:

Channel 4 - "Meet the Superhumans"

Agency: 4 Creative London | Country: UK

Awards and categories: Grand Prix in Film Craft | Gold in Film


Procter & Gamble - "Proud Sponsor of Moms"

Agency: Wieden + Kennedy, Portland | Country: USA

Awards and categories: Gold in Media | Gold in Titanium and Integrated Content


Intel - "The Beauty Inside"

Agency: Pereira & O'Dell | Country: USA

Awards and categories: Gold in Integrated Content and Cyber (Best Copywriting) | Grand Prix in Branded Content and Entertainment, Cyber and FIlm (Internet Series)


Nike - "Find your Greatness"

Agency: Wieden + Kennedy, Portland | Country: USA

Awards and categories: Titanium in Titanium & Integrated


Google + Hangouts - "Same Sex Marriages"

Agency: Ogilvy | Country: France

Awards and categories: Gold in PR


Dove - "Camera Shy"

Agency: Ogilvy + Mather, London | Country: UK

Awards and categories: Gold in Film


Samsung Life Insurance - "The Bridge of Life"

Agency: Cheil Worldwide | Country: South Korea

Awards and categories: Gold in Promo & Activation (Ambient) | Gold in Promo & Activation (Public Health and Safety) | Titanium in Titanium and Integrated


Leica - "Soul"

Agency: Saatchi & Saatchi | Country: Brazil

Awards and categories: Gold in Film Craft (Cinematography)


Coca-Cola - "Share a Coke"

Agency: Leo Burnett Chicago | Country: USA / India / Pakistan

Awards and categories: Gold in Creative Effectiveness | Creative Marketer of the Year


Getty Images - "Life Cuts"

Agency: AlmapBBDO | Country: Brazil

Awards and categories: Gold in Film Craft (Editing)


Dove - "Sketches"

Agency: Ogilvy Brazil | Country: Brazil

Awards and categories: Gold in Branded Content & Entertainment, Integrated Content, Cyber, Film, Media, PR (Social Media), PR (Integrated Campaign), Promo & Activation, Titanium & Integrated | Grand Prix in Titanium & Integrated


Metro - "Dumb Ways to Die"

Agency: McCann Melbourne | Country: Australia

Awards and categories: Gold in Branded Content & Entertainment (Music), Integrated Content, Cyber (Music Sound & Editing, Video, Viral Advertising, Online Video), Direct (Digital Marketing & Social Media, Public Health & Safety), Film Craft (Music), Film (Viral Film), Media, PR (Social Media), Promo & Activation (Social Media, Public Health & Safety) | Grand Prix in Direct, Film, PR, Radio, Titanium & Integrated


This post is part of the Road to Cannes Series.

Re-defining Your Brand Through Corporate Events

corporate events

Corporate events are the perfect opportunity to really change the perception of your brand, not through traditional advertising methods - but by immersing your clients in a world that’ll really get people talking. Because more often than not, it’s not just a matter of getting attendees to show up. The best corporate events are those which manage to create a world of their own - one that’s fully immersive and makes your guests feel like they’re part of something unique.

Whether it’s to launch a new product, build upon your internal communications, or build a buzz around your business, creating a great corporate event really can be enhanced by having the right type of staff in place. We’ve seen this to be true across all sectors - from automotive, to telecoms, from utilities to banking - people are at the very heart of the event experience.

What Makes Corporate Events Different?

When putting together a corporate event, it’s essential to focus entirely on your guests. More than anything else, corporate events are an opportunity to create an experience that delights and inspires everyone in attendance - and to generate positive associations between the world, and your brand.

More often than not, they’re a closed space, for a limited number of guests - which means it’s important to make sure they’re innovative, but accommodating to your visitors’ requirements. By creating an event that delivers everything your guests expect from a corporate event, whilst managing to offer something that’s just a little bit unique, it’s possible to redefine your brand - and leave your guests wanting to engage with, and share, their experiences with a wider audience.

corporate events

Why Are People Important?

No matter the scope of your event or the brand you’re trying to promote, a great staff needs to be a constant. From the team of people behind-the-scenes trying to make things happen, to the hosts and hostesses greeting and assisting your guests, it’s essential to have people who understand the importance of your brand experience. From mixologists, to presenters and cameramen, every person at your event is a representative of your brand - and they have the potential to change the perception of your brand in a powerful way.

By investing in the highest calibre of a team, it is possible to re-define your brand and revitalise your relationship with your clients, consumers and internal staff. We regularly guide our clients through briefing and training to ensure that they’re making the very most of the opportunity, because it’s easily overlooked - but absolutely fundamental in achieving the brand awareness and respect that such events are designed to generate.

mashstaffing

Corporate events are a great opportunity to redefine your brand - and get people really talking about your business both at the event, and in the wider sphere. They can be immersive, powerful experiences for your guests - and with the right people on board, you can guarantee its success.

Matt Day works in the brand marketing team at Mashstaffing.com, were he helps companies create re-branding events. If you're looking for advice in re-branding a product, company or brand, look at some of Mash Staffing's advice articles

Photo credits: MASH Staffing on Pinterest