No one wants to boast about a brand that’s boring.
When people wear your brand as a badge, you win.
Word-of-mouth has been the most trusted way to find out about new things for… well… pretty much all of human history. Honestly, it’s what all advertising really should be driving to anyway: making your brand famous.
We know that 92% of people trust recommendations from friends and family over all forms of advertising. And the other 8% must’ve hit the wrong button in the questionnaire.
With such a powerful marketing tool sitting right there, the real question brands should be asking is, “how can I get in on that?”
We can help you make people love your brand enough to get a tattoo of your logo (just like Harley Davidson).
We’ve created brand identities that people rally around, told a city’s story through real-life testimonials, recruited folks to take on a cause for themselves, and more. And here’s a little taste of how we do it.
We know that 92% of people trust recommendations from friends and family over all forms of advertising.
Create the rallying cry people are asking for.
Our rebranding efforts for Discover Southern Indiana centered around a rally cry for the explorer in us all.
To become a destination, Southern Indiana had to find a differentiator that people would get behind. This meant talking to locals and visitors alike, to give definition to the vibe of the area. While most of Indiana was Midwest-flat, Southern Indiana’s rolling hills felt like a totally different place to explore.
Once we had developed a unique point of view, we embraced the Explorer brand archetype, developing an ethos that could carry through in branded items. This way, the brand became something people were proud of. Something they would personally represent. Something they would even wear.
Hand over the microphone to your target audience.
To showcase the real impact of hustle culture trends, we invited students on campus to share their experiences.
College students are notorious for sniffing out an ad. And they definitely don’t like being told what not to do. So for this anti-drug campaign, we had to create a cause they’d rally behind.
We set up a giant interactive activation on UCBoulder’s campus, and interviewed actual students. The entire campaign was designed to be taken over by students themselves. See the rest of the work here.
Change travel habits by influencing influencers.
Embracing the campaign theme of “Bend Your Rules”, we asked travel influencers to try activities outside of their comfort zones while visiting South Bend.
After giving South Bend a new mantra that questioned the usual travel habits and encouraged visitors to “Bend Their Rules”, we worked with travel influencers to bend their own rules, encouraging their audiences to do the same.
No matter what their travel rulebook read, they embraced the change of pace by doing things they’ve never done, trying activities outside their comfort zone, and getting all the treats that go against their diet.
