New Rules for Brands, Experiential Marketing

The New Rules of Brand Competition
Functional: go from “product feature” to “solution-based” thinking
Social: make your brand a celebrity that is fanned, friended, and followed. Or, create a thematic environment around a value shared by your brand and its customers (e.g. Dove and “the real meaning of beauty”)
Self-expressive: the brand must stand for something so clearly understood, it is cultural currency
Content: become the logical and top of mind source for content centered on what your brand is about.

1950s ad

Marketers finally “get” experiential stunts
Trevelers at Liverpool Street Station in London were surprised one morning last January when several hundred commuters, rather than scurrying onto their trains, started dancing. A day and a half later, the routine, captured by hidden cameras, showed up during a break in the reality television show “Celebrity Big Brother.” The seemingly spontaneous performance turned out to have been an advertising stunt for T-Mobile, a wireless telephone network that used it for a campaign built around the slogan “Life’s for Sharing.”


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Brands and Entertainment: KFC and Oprah, J&J and Private

KFC reportedly was caught unprepared for the onslaught of customers trying to redeem coupons for free servings of its lower-calorie grilled chicken items after the offer got a plug from talk show host Oprah Winfrey. The Yum! Brands unit Web site couldn’t handle the number of requests for coupons, and patrons were not able to redeem them at some locations, some bloggers reported.
kfc oprah
Alloy Media and Marketing, known for transforming its books for young readers into movies and TV shows, is set to launch a new online video series based around its “Private” novels, which follow the adventures of a girl detective at an elite New England boarding school. Alloy has created a participatory online reality show that will serve as an audition for the scripted “Private” series. Four Johnson & Johnson brands will have a part in both shows, via brand integrations.
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