Join Stefan Mumaw for an in-depth discussion in this video The seven characteristics of compelling brand content, part of Ideas that Resonate.
There have been numerous ideas and campaigns, that have followed the brand evangelism model, to great success. The most interesting man in the world for Dos Equis. The man your man, can smell like, from Old Spice. Dove's Real Beauty campaign. VW's Darth Vader kid spot. Dollar Shave Club, just to name a few. What do those ideas have in common. They all carried some or all, of the seven characteristics of compelling brand content. These make up the measuring stick, we can use to gauge whether the ideas we are generating, have the potential to incite brand evangelism.
Not every idea, we generate needs to carry all seven characteristics. But the more characteristics an idea possesses, the better chance it has at inciting evangelism. Here are the characteristics. Number one, emotional. Does the idea carry an authentic emotion, from the brand to the consumer? Like how Google Chrome turned a browser into something personal and human with the Dear Sophie commercial, or how Chevy used nostalgia, to connect their trucks to all of life's journeys, in their Maddie spot.
Number two, entertaining. Is the idea entertaining in some way? If you think back to the brand messages you typically share, they're almost always entertaining in some way. Like when broadcast network TNT, shocked a small town square with their push to add drama stunt. Or how Volkswagen turned up the force, with a miniature Darth Vader for their Star Wars-inspired big game commercial. Number three, experiential, does the idea manifest itself in some form of unexpected experience for the consumer? Like when Blinkbox, built and installed a life-sized dragon skull, on a beach, to celebrate the third season of Game of Thrones.
Or when the Anar Foundation fought against child abuse, from the ground up, with their Only For Children poster campaign. Number four, Novel. Is the idea new or different? Even just a little bit? Like when Metallica released their Death Magnetic CD, with a cascading coffin die cut through the package. Or when Check n' Chew built the world's first foursquare enabled gumball machine. Number five, story-based. Does the idea use story, as a transfer medium? We understand story.
And there are characteristics of story, we can use to communicate effectively. Skype did this beautifully throughout their Stay Together campaign, connecting people worlds away through their service. P and G's Thank you Mom campaign during the Olympics, tells the unique stories of mother's that raise Olympic athletes and the devotion necessary to see them succeed. Number six, authentic. Is the idea both authentic to the brand and the consumer. Like when Korea's E-mark build shadow activated keyword code sculptures, that only presented a scannable QR code, when the sun was perfectly placed in the sky, the same times that the store discounts the products displayed or when Warner Brothers designed a billboard for their movie contagion, out of actual growing bacteria.
Number seven, risky. Big ideas are a little bit scary, because most of them, don't have predictable ROI models attached to them. Take for instance Chipotle's well known Back to the Start animated short film. We know how great it is now, but imagine the unusual scenario of a casual food joint, asking Willie Nelson to record a Coldplay song, for an animated short film on food sourcing. Or when 20th Century Fox okayed remote controlled kites, that look like flying humans, to fly around New York City in an attempt to promote their new movie, Chronicle.
These are the characteristics we'll be exploring further in this course. As we do, we'll look at examples and illustrations of brands, products and services that have used these characteristics to develop ideas, that people have evangelized in droves. And that evangelism, then led to effective consumerism.