5 Ways for Brands to Break Out Today
Creativity is the oxygen for growth in marketing. And great creativity helps you rise above the rest and get your brand noticed. But in today’s world just a good TV ad or social media post or print piece might not be enough to make noise. Here are 5 things brands are doing to break through and achieve the highly coveted “brand awareness” in an already noisy space:
1. Unexpected Collabs
We’re in the age of unpredictable collaborations and partnerships. This can be between two brands in the same category, two competitors, a brand and a personality, a brand and a platform. It’s all about what the other brings to the party. 1+1 = 3. But the magic is in going beyond what would be considered a “natural fit.” The power is in the unexpectedness of the fusion. Recently Pringles partnered with the Caviar Co. to launch limited edition snack boxes that sold out very quickly and got the brand some brilliant organic applause on social platforms.
2. Ingenious Innovation
The past couple of years have been about going beyond just the product you’re selling. Create something new, funky, intuitive, helpful. And that new thing will help sell the OG brand.
Heineken made a new Boring Phone to help Gen Z be less distracted so they can enjoy the beer and the moment.
3. Timely
Great creative work must be either timely or timeless. But we currently live in the time of timely creativity. Anything swiftly tapping into a cultural phenomenon gets attention. This lesser-known Berlin beer brand was quick on its feet to spoof the popular Jeremy Allen CK commercial. Suddenly everyone was talking about a brand nobody knew about a week prior.
4. Non-Standard Medium
It’s the age when unconventional media really shine. Popups, activations, experiential, concerts, music, etc. This could be the most expensive of the 5 in terms of production and media buy but has the highest probability of breaking out.
Change the Ref’s The Lost Class is a powerful example.
5. Deform the Platform
Just posting on a platform is not enough. We must use the platform and its many different offerings to our advantage. Employ the specific features of each. Or tap into what’s organically happening on the platforms.
Heinz used social platforms to its advantage to get some massive impressions and awareness during the soccer world cup.
A great ad might not be enough to make noise in 2024. It’s time to try one of these 5 ways to get your brand what it deserves— attention!