“No one builds a legacy by standing still.” Tagline to Rimowa’s new marketing movement featuring Roger Federer. Comes on the heels of Roger trading his Nike deal for a ten-year contract with Uniqlo. Made me realized Roger Federer, tennis legend and his team have strategically evolved into brand Federer.
I would like to share some words of wisdom with all the tech savvy, non-classically trained social media marketing experts out there, specifically as it relates to branding. The message: “Be like a postage stamp – stick to one thing until you get there” – Margaret Carty
Marketers are utilizing social media tools to reach their customers enabling them to sustain and build their brand’s reputation. Thanks to the Internet, their ability to reach more consumers globally has increased radically. However, with everyone competing against direct or indirect competitors for consumers’ attention, it is now more important than ever to carefully fine tune your social media strategy. For starters, remember you cannot be all things to all people. Revisit the core essence of your brand, better known as your brand’s DNA, a topic I first addressed in my blog Luxury Brands Rock Asia.
The DNA of a strong brand is all about two significant components. A perfect example is Cirque du Soleil:
Code – What does the brand stand for? What is its core promise? Cirque du Soleil is a theatrical circus, absence of animals, but continuous live music and performers, rather than stage hands changing props.
Cue – The sensory signals that capture the attention of consumers. Consequently, credibility is developed over time, thanks to authentic, consistent performance – 19 shows in 40 plus countries on every continent except Antarctica, spanning 26 years.
Somewhere in the branding process, marketers lose their patience/focus. Brand Ego sets in, brand refreshment ensues. Marketers begin deviating from their brand’s core promise. Remember New Coke? I provided a classic case study back in 2009 with Airwalk.
Social media now provides new platforms to refresh brands. A marketer’s dream! I just would caution all the tech savvy social media experts to remain consistent with their brand’s DNA. Cirque du Soleil has taken that approach by developing a YouTube video of their upcoming 2011 Michael Jackson show which they post on Facebook and Twitter. They also use these tools to talk to their tribe, better known as Cirque Club. Over twenty five years they have stuck with their core promise of reinventing the circus – theatrical street performance without the animals.
Brand stamps! Stick to one thing until you get there.