Every now and again a brand crosses the chasm. A brand goes from being a thing, to being an emotional ingredient. These moments are usually personal, they are hard to capture and share. But occasionally it is captured, and it takes us to an entire new understanding of what is possible when we create things with the end user in mind. In this instance, the car was first created with driver in mind. And then, the acquisition was created with a dad in mind.
Another example of great narrative that would not be possible in the limited media of yesteryear. What a beautiful brand story to share – Kudos to all involved.
Recently I ended up at a bar late at night. It’s a revered place called De Raum. It’s been well covered on the web so I’m not going to give a review of it here. What I will do instead is tell you the story of the ‘Teachers Reserve’. And how this business justifies an ultra price premium.
I asked the bar tender for something sweet, to help take the edge off after a heavy day – something night cap-ish. He said;
“I know just the thing. The Teachers Reserve. For those moments when you’ve done all you can, when the days been hard, and it’s time to reflect, quietly and possibly have a conversation in your own head. It’s not exactly social, but poignant.”
He then made up the drink and presented it in a manner which will make sense when you see the photo essay below. He furtively passed me the book, while he looked in the other direction – as if to say: ‘let this be our little secret’.
Classic theatre at transaction. I was delighted, and I didn’t mind paying the $25 for it.
The high ground for any brand is the story. It’s what we should be aiming for. A brand where part of what people buy is the is the history, or to be part of a tribe. Johnny Walker has put together a great new campaign where they tell their story. It’s a 6 minute time investment worth taking.
Some things worth thinking about with the Johnny walker story:
- It’s a long copy format. 6 minutes plus. Something which can’t be done on TV.
- It circumvents the negative connotations with success and globalisation. The personal effort and history makes financial success more palatable.
- It gives detail about the product, range and brand that just wouldn’t be possible in shorter media formats
- It’s sharable. Easy to send to friends, worth talking about.
- It’s eyeball worthy. Well shot and executed.
- It’s the idea. Ideas are king again, not media. Any brand with a story, and a small level of film / web expertise could have done it.
- This is clearly Radvertising
What does this mean for startups? It means that a large part of what we talk about should not only be how we got here, but why we are taking this journey. A story they can live vicariously through.