I've just come from watching the rugby on TV and am disappointed with the tenuous link which Ulster Bank are trying to establish with the game through their current series of ads. They're quite funny in their own way - they have various people roaring, celebrating or heaving rugby-style in everyday situations in order to be part of the action - but they say nothing that connects the brand in any way that really matters with a game that's becoming more popular by the week. And that's surely the point of such an association?
You can contrast this with the elegant series of ads from Bulmers / Magners that likens activities in the orchard (the home-ground of the brand) to familiar gestures on the field of play: for example, tamping down the earth at the base of a young sapling in the manner of a place-kicker teeing up for a kick at goal.
What a pity! Tapping into the story being told through one success by linking it with your own story is a powerful way to forge a connection with your customer and this strikes me as a wasted opportunity by the bank.
Showing posts with label Bulmers. Show all posts
Showing posts with label Bulmers. Show all posts
March 10, 2007
January 09, 2007
Look Who's Talking
A brand called ‘you’?
Time magazine’s choice of the individuals who are “building community and collaboration on a scale never seen before” (yes, that’s you and me apparently) as its Person Of The Year for 2006 suggests that some traditional notions of branding were turned on their heads during the year just past.
This would seem to be borne out by the lightning-quick move of online brands such as YouTube, Bebo, MySpace and Second Life to the centre of the worldwide stage and the value that another whiz kid, Google, was prepared to put on YouTube when it purchased the company for $1.65 billion during the year. However, despite their impressively-quick ascent to the top of the pile in 2006, we will probably need to wait another while before acclaiming these as great brands rather than precocious players who have simply made the most of their first-mover advantage.
For more on the past twelve months as seen through brand-coloured spectacles, please visit:
Time magazine’s choice of the individuals who are “building community and collaboration on a scale never seen before” (yes, that’s you and me apparently) as its Person Of The Year for 2006 suggests that some traditional notions of branding were turned on their heads during the year just past.
This would seem to be borne out by the lightning-quick move of online brands such as YouTube, Bebo, MySpace and Second Life to the centre of the worldwide stage and the value that another whiz kid, Google, was prepared to put on YouTube when it purchased the company for $1.65 billion during the year. However, despite their impressively-quick ascent to the top of the pile in 2006, we will probably need to wait another while before acclaiming these as great brands rather than precocious players who have simply made the most of their first-mover advantage.
For more on the past twelve months as seen through brand-coloured spectacles, please visit:
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