© Sapient Corporation, 2010
As a brand steward, you probably dream of having your consumers being magnetically attracted to your brand, even stand in line all night to be the first to buy your newest product, postpone or delay other activities in their busy schedule to continuously engage with, and immerse themselves in, your brand’s world and, of course, tell all their friends about it online and off?In other words you’d want consumers to react to your brand like they would to successful video games.It therefore begs the question, “what draws people to video games, what keeps them coming back to want to talk and write about it, and what can brand stewards learn from them about managing their own brand?”
Here, we identify and cover four of those principles.
1. A compelling storyline:
Most gamers would tell you that a compelling story is probably the single most important criteria for agood game. It’s what draws you in, it’s what gets you excited and interested in the first place.The same holds true for brands and most marketers know this. The fact that brands need compellingstories is really not a novel concept. However, media fragmentation and the increasing speed oftechnological innovations over the last few years has distracted most of the industry’s attention towardsthe execution of brand stories (where and how to tell a brand story across various media platformsor leveraging the latest technological innovations) but very little actually about the quality of “brandstories” themselves (what story to actually tell). Should I use location-based services to communicatemy brand? Should I have a Facebook fan page? Should I develop an Ipad app? Should I do something with augmented reality or QR codes? The answer to all these interesting questions really doesn’tmatter, and turns your initiatives into expensive and short lived marketing gimmicks, if you don’t know your brand’s story.Powerful brand stories provide the narrative thatenables consumers to identify with the brand and find ameaningful and valuable role for the brand in their lives.For example, when you’re promoting a tropicaldestination, it would be easy to fall back on the clichés ofescapism, portraying beautifully pristine beaches, crystalclear water, palm trees and maybe even a cute dolphin or two. And while this story might be appealing and tappinginto a core consumer need (escapism) it has also beentold many times over. Another way to re-frame the task would be to tell a different story, a story that is unique
What a successful video game can teachyou about marketing your brand
By Ulli Appelbaum , Director of Brand Strategy, Sapient Nitro.