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Self-Expressive Brands: Building the Brand By Enabling Customer Self-Expression

Mon, 03/31/2008 - 01:00 — admin


Burgeoning trends in mass customization and do-it-yourself, as well as user-generated content on blogs, YouTube, and social networks, reflect consumers’ growing interest in brands and products that reflect their unique personalities. Here are two examples of companies that leverage consumer interest in brands that enable self-expression.

Scion hopes to attract “younger, stylish drivers”  by hopping on the social network bandwagon with ScionSpeak, a website enabling Scion owners to express themselves by creating their “personal ‘coats of arms’.”

Scion owners can choose from “hundreds of symbols, all designed by a professional graffiti artist,” to create their crest. Then, if they choose, they can pay to have it rendered by an auto-shop.

Self-expression with a generous dose of irreverence is the core equity of Durtbagz ---bags that purchasers can customize with witty sayings masquerading as ‘street signs,' such as “Don’t Drive Durnk.” Website copy informs potential purchasers:

“some bagz are offered in multiple colors, some are not. it's what we've got at the moment. we only print 12 of each sign; WHEN WE'RE OUT, WE'RE OUT. that's how we roll.”

Erin Atherton,  head bag lady and owner of Durtbagz, helpfully points out that Durtbagz bags can be used for overnights, shopping, or to carry around a severed head. The “Just Dust” page offers “all you durtbagz” an opportunity to “speak your minds, assuming you have one.” The Durtbag who posts the best ‘durt’ could win a free Durtbagz bag.

“Durty Laundry” is the company blog where
Erin recounts imagined interviews with celebrities such as Amy Winehouse and Avril Lavigne, as well as the day-to-day challenges of growing her own company. The blog is authentic, funny and down-to-earth, which should resonate with a young target audience and reinforce her brand.

Is the desire for self-expression a core attribute of your target audience? Strengthen your relationship with them by providing opportunities for them to express themselves and make the brand uniquely their own.

Source for ScionSpeak: International Herald Tribune

Generational Marketing

Generational Marketing is based on the premise that marketers must understand the underlying drives associated with different generations and how those generations interact with each other to be able to effectively market to them.

Generational marketing proponents believe that the generation in which people are born significantly influences who they are, what they believe, what their values are, life skills, and ultimately, what they buy. Members of a generation share the experiences of their formative years, including cultural, economic, global, political, and technological influences.

The chart below displays the birth dates and key influences of each generation.

 

    Generation Key Influences Birth Dates

    Matures
    “The Greatest Generation”

    		Depression, New Deal, World War II, GI Bill 1909 - 1945
    Boomers
    The nation’s largest generation
    		 Great Society, Economic Prosperity, Suburban Expansion, Sexual Revolution, Rock ‘n Roll, Drugs
    		 1946 – 1964

    Early Boomers (1946 - 1955)

    Late Boomers (1956-1964)

    Generation X
    		 Divorce, Aids, Sesame Street, MTV, Crack, Game Boy, PC 1965 – 1976
    Generation Y, Millenials
    Echo Boomers
    The nation’s second largest generation
    		 The Internet, eCommerce, Boomer Parent Indulgence, 9-11, Oklahoma Bombing, Reality TV, Digital Music 1977-1994

    Notes

    1. Since there are no hard and fast rules defining birth dates for each generation, numerous researchers and writers have redefined the dates based on their beliefs and particular purposes. Thus, other sources may cite different birth dates for generational segments that are different from those cited here. For example, Baby Boomer birth dates have also been listed as 1945-1964, Generation X birth dats as 1965-1984, Generation Y as 1985-Present (2008).
    2. Matures are sometimes broken into additional groups: "The GI Generation", 1905-1924, defined by its participation in WWII, and "The Silent Generation" 1925-1944.
    3. Generational time spans vary because they are based on key influences during the formative years of that generation. Thus, the 1909-1945 birth dates of Matures span a 36 year period, while the 1946-1964 time span of Boomers is an 18 year period.

Sources:  MRI 2008, AdAge 060208
Rocking the Ages: The Yankelovich Report on Generational Marketing

GoFish Network

GoFish Network is a media distribution and ad network focusing on 17.4 million U.S. online users, mostly between the ages of 6-17. Websites include Miniclip.com (http://www.miniclip.com), Cartoon Doll Emporium (http://www.cartoondollemporium.com), Cookie Jar Entertainment (http://www.thecookiejarcompany.com), GameGecko.com (http://www.gamegecko.com), and Hallpass.com (http://www.hallpass.com.)

 Source: Adotas.com

UGame Network

The UGame Network, an online gaming social network and community designed to enhance the user’s enjoyment of their online gaming experience by providing them with a place to interact with others, meet and make new friends, share, play and use services.

Dizzywood

Dizzywood is story-driven virtual world for kids.

MochiAds

MochiAds is an ad network that targets players of online games. "Partnering with a network of independent game developers, consumers are shown pre-game and inter-level ads during natural breaks in game play."

"Advertisements reach consumers wherever games go, increasing the reach of your message as content is discovered and virally distributed across blogs, social networks and other sites."

Peanut Labs

Peanut Labs is an online market research network that specializes in accessing Gen Yers.

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