November 24th, 2013 § § permalink
How many of us honestly pay attention to the flight attendants when they demonstrate how to use a life-vest? Like this author from Marketo’s blog writes, Virgin America brings the human element into advertising by making an informative advertisement that consumers can hum, sing, dance, and ultimately, relate to. Virgin had a plan to get people thinking about safety again – they launched the first ever musical safety video, which features notable choreographers and dancers from the popular show So You Think You Can Dance and singers from Idol grooving their way through all the required safety features in a humorous manner.
https://www.youtube.com/watch?v=DtyfiPIHsIg
It was shocking to most viewers that Virgin is not just using the video as a PR campaign; the video will in fact be aired on flights starting by the end of this month. Personally, I believe Virgin is the only airline that can pull off these unexpected and unusual campaigns. In a highly standardized and regulated industry, Virgin has always been a standout from it’s good-humoured founder to it’s daring, cheeky, red uniforms designed by Vivienne Westwood, renowned British fashion designer credited for making modern punk mainstream. We all remember when Richard Branson dressed in drag as a female stewardess for losing a bet to CEO of AirAsia, Tony Fernandes. Given their eccentric brand image, the #VXsafetydance video was barely a gamble for Virgin and fit within their brand’s culture effectively.
The response to the safety video was practically all positive. YouTube comments stated, “Why can’t all airlines be like this?”. However, I wondered if the flashy video detracted from the safety aspect. If I watched this safety video on a flight, I would be too entertained to know where the safety exits around me are, for example. Despite these issues, the video has become a viral hit, garnering almost 7 million views on YouTube alone with many more shares on Twitter, Facebook, and other social media sites.
October 31st, 2012 § § permalink
This summer, luxury brand Yves Saint Laurent announced that it would be switching out its classic logo in favor of a new, minimalistic “Saint Laurent Paris” logo. Fans of YSL complained that there was no need to change the logo, and that it lacked the original’s elegance and famous interlocking letters. As the date gets closer and closer, loyal fans of the old logo are spending furiously in hopes of snatching up the remaining merchandise.
Brand renewal is a risky move for any company. It can have adverse affects on the brand positioning of the company if consumers don’t find the logo sexy or appealing. On brand renewal, Milton Pedraza of research and consulting firm the Luxury Institute says:
“If you run away from your classic product or reinterpret your classics […] too far away from the DNA of the brand, you will fail. Period.”
While I think that the new logo strayed too far from the original created by Cassandre, I don’t believe that YSL will “fail” like Pedraza warns. Top brands like YSL don’t change much in terms of brand positioning because they already has an established following. However, the demographics of its customers will likely expand to include younger consumers who are excited to be part of the “new” YSL Saint Laurent Paris (SLP?).
October 5th, 2012 § § permalink
The lineup for the iPhone 5 in Munich via CNBC
It’s been a few weeks since the launch of Apple Inc.’s iPhone 5, and the list of manufacturing defects and software bugs is already quite long. Personally, I know people on their second or third iPhone 5 who complain about the weak battery life, scratches in the aluminum, etc. When I ask what they like the most about it, there are no real answers; it somehow “feels” superior. It may be a stretch to call this phenomenon a cult, but this video from Jimmy Kimmel may make you think otherwise.
At the launch of the iPhone 5, the image of the device spinning in a lazy circle alone had the audience clapping and cheering. When it comes to brand positioning in consumers’ minds, Apple has got it down.
A video during the iPhone 5 launch praised it’s new 4G LTE feature and the sleek manufacturing process. However, 4G LTE has been available on other phone models and manufacturing processes are easily mimicked. The key is that consumers believe that Apple is doing it first, or in an improved way. Because of this, Apple has maintained its top position of multiple ladders.