Recently we published a blog, “Could your brand be doing more?”. Some of you may have read and identified with that position. You may know your brand could be doing more, but…what does that mean exactly? What does “more” look like?
There are many ways a brand can do more. But why do more for more’s sake? On the other hand, why accept pretty good, when you could achieve great? Your efforts can become great when the “doing more” manifests as an extension of your brand, and reinforces your brand’s position in the marketplace.
At BOLTGROUP, we start by going back to what the brand is built on and what the current challenges are. We help companies address those challenges while staying true to who they are.
For a little inspiration, we’ve pulled three examples where you might not expect to see innovation. Certainly, in these instances, a more predictable route could have been taken. But these brands went for more. More to tie back to their root foundation and to their core messages. More to go beyond good, all the way to great.
Example 1: Aim high
British Airways is positioned as having the most fleets and routes of any airline in the UK. As a way to reinforce awareness of the airline and its destinations, they created the campaign, “Reinventing the Magic of Flying”. New technology was used to connect digital billboards in downtown London to British Airways planes in the sky. When one of their flights passes overhead, the system interrupts content on the screen and shows a video of a child pointing at the plane, along with the flight number and departure city. With this, British Airways visually showcased their brand message—”more flights to more destinations.”
While this example shows a client with a multi-million dollar budget, it illustrates the kind of thinking that is available to any brand. There are creative ways to connect any brand to a consumer on any level. Using location-based apps to discover more information about your customers lets you offer location-specific deals and discounts, and build more customer loyalty whenever customers are in your area.
