Author: Laura Gerritsen In order to be heard by the target groups in the noise of thousands of communication channels, brands are taking more and more unusual and sometimes more courageous paths: With spectacular actions such as the parachute jump from the stratosphere (Red Bull) or the Tesla in space brands generate worldwide attraction in all media and thus increased brand awareness.
This raises the question of how much relevance such costly actions ultimately have for the target groups and thus for the respective brand. Is the entertainment value high enough for the brand to establish itself as credible in the minds of its customers? Does it score sympathy points? Is the effect sustainable? Ideally, this type of content results from a clearly defined brand DNA and shines not only with its presence on all channels, but also with content relevant for the target groups.
Effective and, from our point of view, extremely relevant for the target groups, we consider the current examples of branded content from izzy (izzymag.ch): The bold branded videos of the young Swiss online magazine for Ikea or Helvetic Airlines provide the target group not only with the advertising message but also with idealistic values like environmental protection or social statements such as gender equality in a humorous way. Campaigns of this kind strengthen the brand in particular, because they correspond to the brand personality and precisely sharpen the brand profile. This is not only relevant, but also shows a consistency in brand management. Brand Communications at its best.