Thinking big and using the available tools.
That’s what big brands do to promote their products – even the retreads, sequels, and prequels.
Here are two great examples…
Ford’s “new” Mustang. Yes, it looks a lot like the Mustangs you remember, whether you’re 60 or 30.
So what does Ford do to make the launch special?
They celebrate the 50 year anniversary of this American institution and they do it up big. Last week, Ford held coming out parties for their exciting new horse – not just in Dearborn, but also in L.A., New York, Barcelona, Shanghai, and Sydney. By the way, the car doesn’t go on sale until late next year.
The picture on the right is the Mustang getting its tire prints immortalized on the Hollywood Walk of Fame.
But in this atmosphere of innovation and the need to be new, brands need to get out in front. And heritage products need to work harder to earn a share of voice. To do that, they need to think and act in a big way. Now I know you’re thinking that Ford is a global brand, and of course, they can afford to unveil the golden anniversary of their pony car in multiple locations.
But in your world, this would be like staging your own party (new show, new logo, new jock) on the east side, west side, downtown, and the northern suburbs – something that any station could pull off.
If you think Ford is a bit ahead of the curve, think about Star Wars. Now the next edition to their cinematic story – Episode VII – won’t be in theaters for two years.
Yet, last week, they used a little new technology to start the hype. They created an official Instagram account and Darth Vader himself posted a “selfie.”
It’s a harbinger of how the hype and fanfare for the next chapter in this storied film series will take on a very modern tone – another way to keep the franchise fresh and in the center of the conversation, and to be sure that today’s Gen Z is excited about it.
As we discussed recently in this space with the innovative release of Dylan’s “Like A Rolling Stone” in a memorable video, heritage brands have to work even harder for resonance and relevance in today’s infotainment ecosystem.
At yesterday’s Jacobs Media Summit (partnered with the Nielsen Audio Client Conference) in Baltimore, this theme came up again and again. Ed Keller, CEO of the Keller Fay Group, talked about how word of mouth is often spurred by consumers who talk about things that are new. And Tom Calderone, president of Vh1, elaborated on the need for his network to constantly be on the lookout for new, innovative programming that will keep his audience engaged and tweeting.
Consumers don’t buzz about the fact that you’re consistent, or that you’ve always sounded this way.
The new tools afford old brands and franchises the opportunity to look and feel new again – to an entirely different, emerging audience. And as we see from both Ford and the Star Wars franchise, if you make it big, consumers will believe it’s big.
What an amazing opportunity for legendary brands.
What’s the plan for your brand in 2014? How is it going to look and feel bigger, different, fresher, and more innovative?
That’s something to think about as we head into the holiday season and a new year.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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