Brand defining gestures
Over the last few weeks I've been lucky enough to have some conversations with the rather smart and talented copywriter (and all round good bloke) Marc Lucas. During one of these he uttered a phrase which I think is a fantastic way to sum up what marketing communications need to be today. That phrase was "the brand defining gesture."
I just think this perfectly sums up what brands need to be doing today, whether it's doing stuff, making helpful stuff (utility) or making bits of interesting communication. It just ties them all together under a bigger theme, and gives a better goal to shoot at than 'communications' or 'marketing'.
It's also I think a timeless thought about great marketing communications. Brand defining gestures used to be ads or retail experiences - typically one way (and a little selfish) in nature. Now they tend to be stuff that is a bit more generous and reciprocal in nature.
Update: Thanks to Faris looks like this phrase was birthed by Rory Sutherland.
It is a great phrase:
http://www.ogilvy.com/viewpoint/view_ko.php?id=36417&iMagaId=4
Posted by: Faris | June 24, 2008 at 04:55 PM
Really like that - it reiterates that companies have got to stop thinking interms of brand experiences and move to "brand proof" because in these days where there's a lot of talk and promises ... it's the ones who prove what they say [via their gestures] that can expect the greatest level of cultural goodwill.
It's nothing new - but it's seemingly forgotten a hell of a lot :)
Nice to have you back matey ...
Posted by: Rob @ Cynic | June 25, 2008 at 06:44 AM
Nice one Gareth - a neat overarching summation. I've been looking for this for a while now...
Posted by: steve stokes | June 25, 2008 at 12:37 PM
Hey Gareth,
Thanks for the kind words.
While I don't recall where that idea entered my vocabulary, I don't think I ever claimed authorship - just one of those ideas that stays with you when you hear it. If my subconscious is plagiarizing, then it's stealing from the best - Rory's a very bright guy.
Cheers,
M
Posted by: Marc Lucas | June 25, 2008 at 04:42 PM
Hey Marc dude - sorry - didn't mean to suggest you were stealing - except in the good sense. See my blog for details ;)
Rory is indeed a bright guy - and the piece is pretty good so thought worth sharing.
Rock on!
Posted by: Faris | June 26, 2008 at 12:46 PM
marc
did not mean to convey that. just a smart thought i first heard from you. hope you're good.
Posted by: gareth Kay | June 27, 2008 at 03:34 PM