16 March 2009

brand surface area

Following on from the soft fascination thing from the other day, I was really interested in this. I like the focus on brand experiences rather than brand messages. Hence the Virgin America safety video. There's things I'd like to say about it, but I can't articulate them yet. So I'll just point to it again and quote this: "Rather than constantly thinking of new ways to infiltrate every corner of the audience’s daily lives, brands should first consider all the corners of its own to identify existing surface area as prime media real estate...turn[ing] touchpoints for first time and loyal consumers into differentiating brand experiences, bringing their brand beliefs to life in a way that their audience can grasp." Lovely.

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At 3/17/2009 03:31:00 am , Blogger Rish said...

That's right, but as of yet, most brands (and agencies - whether design or advertising) are worryingly bad at thinking this way.

At 3/18/2009 08:36:00 am , Blogger james said...

thanks rishi. i agree, and i think that lots of clients feel this way too.

i wonder why that is...i guess it might be partly about the idea that media buying buys you more mindshare, reaching more people etc - rather than rewarding and re-engaging those who are already loyal.

some residue of an old comms way of thinking perhaps.


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