Page 53 - Marketing the Basics 2nd

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A unique brand requires unique buzz. Get your chief designer and his or her team involved; the designer absolutely understands the soul of the brand and intuitively understands how to present it in a way that resonates. When Red Bull was initially introduced, the objective was to create a sense of popularity and acceptance around the brand. The company frequented trendy nightclubs, leaving trails of empty Red Bull cans in visible locations. The belief was that if others perceived the brand as cool, they too would want to be associated with it. This innovative strategy stimulated buzz which helped to transition this energy drink from underground to mainstream.
Stay True to Your Brand
Don’t be a sell-out. Be authentic. For example, if your brand is firmly established as a family brand or a commercial teen brand, it may be hard to create true street credibility. The buzz could even backfire by positioning your brand as one that’s trying too hard to be cool. Or it could confuse your existing customers, causing them to look elsewhere.
Know Where the Buzz Comes From
The medium is the message when it comes to ad placement, and the same rule applies here. Some may argue that as long as the message spreads, you’re doing your job. Not true. Buzz is created by word of mouth, which has a strong effect on shaping first impressions of your brand. You’ll have a hard time conveying the message that your brand is cool if the person passing on the message isn’t cool at all or if the buzz is seen as an obvious corporate ploy. Just as there are taste-makers there are also taste-killers.
Having your product or service perceived as commercial will significantly deter urban-oriented customers. As most corporations are considered commercial, the perception of the origin of the buzz is key. Here, you have two options: begin by giving street cred to your company, or distance yourself as much as possible from the buzz tactics. The former long-term strategy has proven to be the profitable choice of brands like Phat Farm and Rocawear, founded by hip-hop moguls Russell Simmons and rapper Jay-Z. If you’re