Nucleus - Marketing and Design Newsletter
A love affair with branding
If you took our Brand Archetype Awareness Quiz during the Dayton Business Journal’s Brand Madness last year or voted for your favorite big game ads in the Nova Super Commercial Competition, you might have noticed we’re having a bit of an ongoing love affair with branding.
In developing a new brand strategy for a client, one of our favorite tools is brand archetyping. The process allows clients to discover how they are perceived by their many stakeholders, including employees, customers, and suppliers. These elements help develop an effective “voice” and visual representation for a company.
Chrysler’s “Halftime in America” Super Bowl spot epitomized the harnessing of an archetype to direct messaging. After bankruptcy, bail-outs and buy-outs, the automaker needed to rebrand itself. The company’s new personality debuted in its 2011 Super Bowl commercial showing Eminem driving around Detroit. That commercial – and the ones that followed – reinvented Chrysler as a Rebel personality. Their come-from-behind, underdog messaging has given the brand new life, and after its implementation they saw sales uptick by an incredible 26% year-over-year. This year’s ad, narrated by Clint Eastwood, continued reinforcing the new direction. Power to the people!
What’s your brand’s personality? How might you use it in your marketing materials?