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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

Nabbr

Nabbr is an online ad network and widget promotion network that specializes in reaching over 36 Million Gen-Y social net users.

Break Media

Break Media operates branded Internet entertainment communities for men (Break.com, Cage Potato, Chickipedia, and Holy Taco) as well as the Break Men's Ad Network which targets a young, male demographic.

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.

SeeSaw

SeeSaw Networks is an ad network that places advertising on a range of digital out-of-home media networks including PumpTop TV Network (gas stations), the Casino Channel Network, Acrosscut Media (hotels), HotSpot Network (information kiosks), LevelVision (college bookstores), Private Dental Network (dental offices), TMI C-Store Network (convenience stores,) and Astralis (office buildings and hotels).

Source: Mediaweek

Massive Incorporated

Massive Incorporated is an ad network focused on gaming. The company provides dynamic in-game advertising across game titles, genres and platforms

Ecast Network

Ecast Network is a media network of network of broadband-enabled touchscreen jukeboxes. providing digital music to over 10,000 bars and nightclubs across the country. The company delivers music, advertising  other forms of entertainment to an audience of primarily young adults.

Tagged.com

Tagged.com is a social network targeting teens and young adults. According to the website, Tagged generates 10MM unique visitors each month, 60% female, 40% male, 63% 18 or over. 

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."

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