Brand Dots

Posts Tagged ‘story telling’

About a week and a half ago, I wrote a blog post on Burger King’s Square Butts commercial so when I came across Burger King’s newest attempt at selling burgers…or in this case, Star Trek glasses…I couldn’t help but share it with you.  I think you’ll find it pretty humorous.

First of all, I am a huge fan of JJ Abrams, the director of the new Star Trek movie, Lost, Alias, and Cloverfield.  So when I saw that Burger King was partnering with Star Trek, I couldn’t wait to see what they’d do.  Burger King has hired Crispin Porter + Bogusky to do countless ads over the years.  After all, they were the minds being the creepy, plastic-faced “king.”

I have to admit that I’m a big fan of Crispin Porter + Bogusky.  They’ve done an amazing job thinking outside the box and have created some interesting and compelling ad campaigns for their clients. They’ve worked with huge companies such as Volkswagen, Microsoft, and Sprite, to name a few.  The only problem is that their attempt at humor is often so edgy that their ads get pulled from air.

This commercial is pretty out there but the publicity that it’s generating is creating a lot more conversation than what you’re reading or watching about the competition right now.  What are your thoughts? Have they gone to far…again?

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

Ok…I know this a bit of a stretch but if you’re going to have the ability to write great stories and use them in a business environment, you’ve got to understand and appreciate great storytelling narrative.  JJ Abrams has got it down!  I came across this video of JJ (The Mystery Box) on the TED website and found it truly fascinating.  He is a great storyteller and that is evident in some of his most recognizable works: Lost, Alias, Cloverfield, and the up-coming Star Trek movie.  Check it out and let me know what you think.  It will be worth your time!  I promise.