Authentic Brand Experience

Recentemente vi um anúncio muito lindo, com a seguinte frase: ” All I need is alll I got”. Jamais imaginava que ele seria da Levis. Tentando entender a estratégia da marca, encontrei este texto interessante sobre o design de experiência. Andrew Sleigh é um strategy planner e fez uma boa comparação entre o anúncio da Levis e o caso do NYC headquarters da Etsy. Um trecho:

If Levi’s are serious about re-connecting with their heritage, then more drastic action is needed. I’ll give them two ideas for free:

1. In Brighton, the Levi’s store is in Churchill Square shopping centre, sandwiched between Footlocker, H Samuel, the Disney Store, etc. Great for footfall, but Levi’s don’t need footfall – they can shift the product through any reseller – what they need is an authentic brand experience.

2. If they really want to align themselves with the grubby, recessionary America of their ads (strangely populated by attractive models with their tops off), how about shifting back production of their jeans to that great country? Revolutionary.

All brands tell stories, but some live those stories. They express them through their product design, manufacturing, working environments, staff, retail experience, customer support, brand communities, and advertising. Those brands have strength, purpose and focus. They attract loyal fans and have the clarity of vision to steer their way through changing times and competitive pressures. Levi’s had that once; it’s time they re-discovered it.