Innovation is just too hard for most people to comprehend. However, stubbornness toward the old “reliable” way of doing things just won’t cut it in this day-and-age.
Here’s a list of 4 interesting branding commercials that worked like magic for the following brands:
1. TOMS makes their shoe customers feel like they’re contributing to a greater good.
TOMS hit upon a winning formula with its One for One platform when it adopted a cause that was easy for people to support. For every pair of shoes it sold, TOMS donates a pair to a person in need. The approach was an innovative reaction to a market that increasingly wants their purchases to stand for something. TOMS disrupted both brand-building and startup-building, integrating its social platform so deeply and seamlessly into its model that TOMS is consistently regarded as a gold standard of purpose-driven marketing. This is by far one of the most innovative and heartfelt branding tactics of all time.
2. Dollar Shave Club uses cheap products and shock value to brand their product.
In the 48 hours following Dollar Shave Club’s release of its “Our blades are f***ing great” video, 12,000 people signed up for its service. There wasn’t much about its launch that wasn’t disruptive. From its dollar-a-month price structure to its CEO cutting up with risqué language in the viral video, the company flew in the face of traditional marketing strategies. Its launch proved the immense value that can come from ignoring the status quo. Such a (expletive) interesting branding commercial!
3. Radiohead reaches out to customers using “pay what you want” branding tactic for their “In Rainbows” album
In 2007, the band Radiohead released its seventh studio album like no major musical act had before. “In Rainbows” was priced on a pay-what-you-want structure, offering the album to fans for any amount they wanted to pay—including nothing. The tactic was meant to combat pre-release leaks and music piracy, but it wound up creating a maelstrom of media coverage and controversy. The album sold more than 3 million copies in the first year following its release, and Radiohead gave studios a new model to drive music sales.
4. Sabra dips shows customers they want their product by renaming their tzatziki dip.
Sabra leads the market in hummus sales, but its lesser-known products weren’t catching on as quickly as the company liked. When Sabra was named the official dips sponsor of the NFL in 2013, the company used the platform to introduce football fans to tzatziki, a yogurt-based dip popular in the Mediterranean. The problem? It was new, and no one could pronounce it. So, Sabra reintroduced the product as “Greek yogurt dip”—same ingredients, same taste, different name. Sabra watched the market closely and executed a pivot to respond to an unexpected hiccup in its launch strategy. What a simple yet amazing branding commercial. Why beat your head against a wall if customers don’t get your product name?
Have any unique branding commercials you’ve used in the past to get more customers?
Share in the comments and let everyone know.