Sometimes Being A Brand With Heritage Just Isn’t Enough.
Consumers are more discerning than ever before, driving brands to constantly renovate and innovate. All with meaning that is relevant and grabs attention, making their audiences desire to get much closer. Here’s our top 5 on how to keep it fresh.
1. KNOWING THE DIFFERENCE BETWEEN INNOVATION AND RENOVATION
– GERTRUDE, INC. U.S.P. –
Too often the two are confused. Renovation is about keeping a brand top of mind in the eyes of the consumer and this is essential for any brand whether 5 or 500 years old. Innovation is creating or doing something in an observably new way. Both are intended to shift perception or behavior. Every day GERTRUDE holds the agency, and our clients, to Disrupt. Invent. Evolve.
2. GO BACK TO THE BEGINNING TO FIND MEANING
– KETEL ONE VODKA BRAND DEVELOPMENT –
The truth of staying meaningful is always at the core of what made a brand special in the first place. Take Ketel One for instance, a 325-year-old family business founded in 1691 in Schiedam, the Netherlands. They’ve used the same original coal-fired, copper pot still since day one. GERTRUDE honed the Ketel One Vodka brand world around a philosophy rooted in attention to detail, craft, and making something that’s exceptional without making it complex. As a key branding element, we introduced a continuous thin red line to graphically represent 11 generations of the Ketel One family blood line.
3. KNOWING YOUR AUDIENCE – OLD AND NEW
– I.W. HARPER KENTUCKY STRAIGHT BOURBON RE-LAUNCH –
I.W. HARPER Bourbon Whiskey, dating back to 1872, was very popular in the Prohibition era, found its way to over 110 countries throughout the 20th century, and was favored among soldiers overseas during the war. It disappeared from the states for 20 years and is now back, but with a very different audience. GERTRUDE’s customized a 1928 original Ford Model A for the ‘Welcome Home, Mr. Harper’ brand re-launch campaign that engaged a whole new audience through nostalgia and physical experience.
4. TAKE YOUR PHILOSOPHY AND MAKE IT BOLD BY INNOVATING WITH RELEVANCE
– KETEL ONE VODKA BRAND ACTIVATION –
Back to Ketel One. For GERTRUDE’s activation of Ketel One’s new brand world (spanning a brand new modular bar system, experiential activities, and sports stadium partnerships), GERTRUDE developed several innovative designs including a Ketel One sneaker—really simple, really beautiful, white-copper-red—to punctuate the brand’s super-cool elegance meets exquisite design craftsmanship.
5. CROSS BORDERS & BREAK BARRIERS
– SINGHA BEER GLOBAL BRANDING –
Don’t stay in your comfort zone; there is plenty of market still to be discovered – believe it or not. Singha Beer, the #1 iconic Thai lager, dared to be global. Collaborating with globally recognized street artists and DJs of the now, we worked with them to communicate their fierce attitude to fierce individuals in some of the best cities in the world. From L.A. to NYC to Miami, Paris to Tokyo, and more, our global immersive experience resulted in over $40MM in advertising and PR value with over 925 million impressions worldwide.
In the current world we live in, consumers, especially younger consumers, change their alcohol brand loyalties quicker than they can sink a beer. Renovation, innovation, meaning and being relevant are not fads; they are survival necessities, so keep it fresh!