Earlier this week, I came across this Martin Lindstrom AdAge video that focuses on new and innovative ways of building brands. Well, I’ve said it before and I’ll say it again: now isn’t the time to cut back on advertising. Instead, it’s a time to stand out and develop more creative ways to build your brand. Luckily, out-of-home and alternative advertising provides the perfect channel for trying something new and distinguishing your brand from others. Like Lindstrom says, building a brand is all about being different.
In the video, Lindstrom provides a few key pointers (and examples) on how to create a memorable, innovative branding campaign:
1. Turn your brand’s downsides into upsides by converting unattractive products into attractive and engaging products.
One great example of this took place in Nigeria where a telecommunication company converted all of their not-so-appealing radio towers into palm trees.
2. Try new and innovative stunts to build your brand.
For this one, AdAge leads us to the ultimate stuntman/risk-taker, Richard Branson, founder of the mega-corporation Virgin. When competitor British Airways was unsuccessfully attempting to raise the London Eye (which was sponsored by BA), Virgin Airways jumped on the opportunity. In a stunt that probably crossed the line in some eyes, Virgin Airways sent a plane over the construction site of the London Eye, painted with a very clear message (I’ll let you check out the video yourself to hear that particular message…). Whether it made you cringe, made you laugh, or just made you confused, the stunt definitely got the attention it was looking for.
3. Attempt different marketing strategies to try and stand out from the rest.
Years ago in Copenhagen, Ikea took over many of the city’s bus shelters, furnishing them with chairs, couches, carpet, etc. Not only did they win brownie points with those waiting on buses, but they also got the attention of the government. Ikea’s out-of-home stunts are still going on today such as their furnished model of the oval office in a D.C. train station during election time, for example.
