#2 A Brand Story, but not what you think…

Check out this video: Logorama

I actually saw this video on Facebook. Another friend had posted it thinking it was very artistic, which by all means it is. But, being an ad major I saw this in a different light. The new thing in the millenia is BRAND STORIES. And well this is a brand story, of a different type. You could say it’s the story of some logos.

I was wondering how much this hurts a brand. After watching this video, I can’t help but thinking of the Michelin man as a cop, or Ronald McDonald as a villain. Will other people associate these personalities with the brand?

But this video also shows how much of an influx there is of logos and brands. How many brands can you recognize in the video? 20? 30? 40? It’s ridiculous.

Well either way, it’s a sweet video. Very artistic, and entertaining. I just wonder if we could start using something like this for branding? Create a logo/brand personality through viral videos similarly to the Old Spice man except with cartoons and the brand?

Could this be the Pillsbury Dough Boy’s new campaign?


#1 Oregon Football uses a Brand Story too!

So a couple weeks ago, I came upon the following article.

How does Oregon Football keep Winning?

This article asks the question of how Oregon became a top caliber football program. They are no where near a major market, are not located in a heavily talented area of high schools, and were, well let’s face it, pretty much terrible on the field. However, the article has a great quote.

The football Ducks of Oregon are something new. They didn’t get people to watch because they got good. They got good because they got people to watch. They are college sports’ undisputed champions of the 21st century’s attention economy.

It goes on to talk about how sporting events is a huge area filled with possibilities for advertising. Sports is in the center of consumerism and so called “attention economy.” Nike understood this and took off with it. Starting in 1994, Nike has used Oregon to advertise all of its products, and more so, its BRAND.

Maryland's New Uniforms by Under Armour take Nike's philosophy to a whole new level. Taken from International Business Times.

“Nike is not a production company,” Robert Goldman and Stephen Papson wrote in Nike Culture: The Sign of the Swoosh. It “designs, develops and markets the branded goods.”

And now it’s 2011, and Under Armour has just started to understand this, launching eye catching and conversation starter uniforms.

I’m not sure if Adidas is slow to the party, or if they’ve decided to take a different approach. They are the more traditional brand. Letting their equipment’s abilities speak for themselves.

But back to the Ducks. The brand created by the uniforms and new culture of the Ducks has attracted top notch players from somewhere as different as Texas and Florida.

“The uniforms are awesome,” he said in 2008 when he was asked why he wanted to go all the way to the Pacific Northwest to play football.

Like LeGarrette Blount, from Perry, Florida

“I loved the uniforms,” he said before the 2010 Rose Bowl, “and then I got to know more about Oregon.”

OR LaMichael James, from Texarkana, Texas.

Somebody at Nike should be patted on the back, and of course Uncle Phil.