at the intersection of brands, media and culture

Brands, Advertising and Culture

In advertising, Branding, Brands, communications, Consumers, culture, strategy on March 31, 2008 at 9:39 am

We talk a lot more about culture and context in branding these days. And while a few very special brands have created cultures in their own right (BMW MINI, Brand Jordan) it is getting harder and harder to do it because consumers don’t really need new brands. (although they still want new experiences)

Existing brands are starting to dig deeper into culture to find human truths and connect with an existing culture. For example, I started seeing this ad for Toyota around the time of the Super Bowl. Looks like fun right, Big Wheels down a crazy hill? The nice part about it though, is that it actually happens. The spot doesn’t rely on creating a made up scenario but rather about figuring out what is already going on in the world that appropriately reflects the brand culture and attitude.

Toyota commercial here:

Video from Little Big Wheels 2008 SF

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