It sounds boring to tell a brand to recycle their content– but sometimes there is a bigger story to tell. Sitting right under our noses, old stories can be told in a fresh way to re-engage an audience and evoke memories of a brand we might have forgotten.
We Uber home, we Tinder on a Tuesday night – brand names are verbs in today’s lexicon, and it’s getting to a point where logos are becoming redundant. Which is why MailChimp’s latest campaign was so refreshing – in a market where your name is your entire brand, being willing to get it wrong on purpose is quite a risk.
The devastating power of a simple idea is demonstrated in “Retail Therapy” – a marketing experiment by IKEA that redefines how brands can use online search.
For a brand in 2017, emotion is the greatest resource there is. Using real consumers to celebrate and spread a brand’s message is now the norm… so normal that now this tactic sparks more suspicion than brand love. Because how real can a person be when they’re in front of a camera?
There are 216 foreign words that describe feelings that English can’t find a word for. Some, like schadenfreude, you might know; others, like schnapsidee (German for coming up with an ingenious plan when drunk) may be less familiar – though equally useful.