There are hundreds of thousands of brands out there vying for similar audience’s consideration, trying to stand out amongst the rest. Watching brands compete for people’s attention is an interesting thing to observe. In this time, there are so many ways in which brand activation can be utilized. The brand marketer has multiple channels in which it can utilize, whether it’s experiential marketing, digital advertising, social media, or guerrilla marketing, the possibilities are endless.
Standing out involves innovation and the ability to connect your audience to your brand with a clear message that is easily accessible. Brands that have figured out how to do this are the ones coming out on top, as it doesn’t require a lot of explanation and feels more authentic. Brands that feel confusing to connect with, or brands that have trouble connecting their messaging with their intent are bound to confuse their consumer and halt the formation of the relationship.
For example, an anonymous brand stood out to us at CES one year. You could tell they worked hard to create this elaborate brand activation. The whole experience had guests sliding into these plastic bubbles, similar to what one might encounter at a McDonald’s Playzone. People of all ages and backgrounds lined up to slide into these bubbles with pure excitement and then went on their way. Now, did this brand create a fun and engaging activation? Yes. But was the brand able to form a real connection with their audience? Did guests leave understanding the brand and its ethos? Were guests converted into buyers? Those are the questions that need to be asked.
When brands can’t communicate their point or build authenticity, they’re really not providing a solution and therefore missing the mark with what consumers are looking for. Building sexy or cool, without any meaning, may get you looks, but probably won’t get customers returning. Brands need to incorporate that cool factor with relevant information that the consumer can digest making them a brand believer. Only then, will a brand actually stand out and create positive brand sentiment with their audience which will in turn increase their ROI.
At Choura, we enjoy working with brands on authenticity, simplicity, thoughtfulness, and creating a solution that’s clear and presentable. We strive to create meaning behind our work and love creating brand activations that mimic our sentiments in the space. CEO, Ryan Choura chimes in, “There’s a great quote that I really like, ‘being all hat and no cattle.’ I think a lot of brands can relate in the sense that, they’re all hat, no cattle. They present this very large persona, and this very large set of coolness or sexiness, but they aren’t able to ultimately stand out because they’re, not providing a strong, simple, and thoughtful solution to something that somebody is interested in buying.”
If you’re to partner with an agency that will help you find the meaning and drive purpose with your brand activation, check out our work and contact us for more information. We’re looking forward to building with you!