Create cultural movements: Baldridge

VARCA: The task of brand managers is to create cultural movements while the concept of USP is not relevant anymore, industry thinkers said.

While addressing the crowd at the Goafest 2011 summit, StrawberryFrog account director Jake Baldridge said that one should always start with a brand purpose and then tie it to an idea on the rise.
The next step would be to find the cultural relevance of the brand and then work from inside out. Baldridge said the concept of USP is not relevant anymore and advertisers should get rid of it.

But choosing this path may not be easy at all times. Someone has to take the initiative, without the fear of being ridiculed or being called stupid, Baldridge said.

In his opinion, brands can speak, lead, curate and sponsor a mass movement though "only an idea with the power to ignite passion will achieve these.”
He showed a video where a man without any fear starts dancing. Initially, people make fun of him but then start joining him. Eventually, people would laugh at someone who doesn’t join the leader.

Hence, taking initiatives can be challenging, Baldridge cautioned, but it may be highly rewarding as well.

Baldridge also shared a video where a movement has started for the love of Mother Nature. In this video, people are encouraged to be more sensible towards the resources at one’s disposal such as land, water and food.
The video’s message called for being "smart against dumb”.

This can be no different from starting a cultural movement. Baldridge said, “And what is cultural movement its nothing but a group of people coming together around an idea to create change.This is how StrawberryFrog works and creates monumental brands."

He amplified the importance of the first few followers. “The success of the movement depends on them; respect them and treat them as equals.”

Latest Reads
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories