Brand Thinking
Attitude by its nature is infectious, light, fun, irreverent and different. It is the epitome of niche. Brands with attitude create and own their market segment.
We like a good bit of attitude in a brand at Luna. Only, though, when it is a fundamental aspect of your brand personality. Attitude should not just be added to a marketing campaign, that is just confusing to your clients and target audiences. They want to know exactly who you are and how you brand your company.
In the consumer world Cravendale’s sense of fun shines through its advertising. This is not just a type of milk, it is a drink that the cows want back!
Brands like these with a distinct personality and real attitude are able create their own niche and stand out from the crowd in a way that goes well beyond the product they supply. The brand personality takes them to another level.
So, can a B2B brand achieve the same kind of impact or is it a big no-no? For the majority the answer is run away and forget it. To make it work you have to be totally committed (there are no half measures), it has to fit with the essence of your business ethos and you have to achieve the right balance between humour and professionalism. That said, there are B2B examples that are talking directly to their customers with a distinctive positioning and attitude. Many of the best examples come from the Tech sector with brands like Slack and MailChimp using fun and clever marketing to help build their brands.
Attitude by its nature is infectious, light, fun, irreverent and different. It is the epitome of niche. Brands with attitude create and own their market segment. They are certainly not followers and we like that kind of attitude in a brand.
The first question if you are even considering this approach is “does it fit with who we are?”
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