The Secret Behind Your Favorite Brands
4 min read
4 min read
by Milica Stankić
Ever find yourself amazed by brands that just seem to march to the beat of their own drum? You know, the ones that make you scratch your head and think, “Why didn’t I think of that?”
The thing about groundbreaking brand strategies is that once they’re out there, they seem like they were just waiting to be discovered. It’s that “aha” moment that leaves you wondering why it took so long for someone to come up with it. But therein lies the magic — simplicity, uniqueness, and that unmistakable “wow” factor. All it takes is a little bit of creativity and a whole lot of courage to think outside the box. So fasten your seatbelts because we’re going to explore the world of unconventional genius, where the greatest concepts are always hiding beneath the surface.
The rise of Stanley Cup tumblers from conventional flasks to cultural icons is a testament to Terence Reilly’s strategic marketing prowess as Stanley’s president. Leveraging his success at Crocs, Reilly orchestrated a transformation that redefined Stanley’s image and catapulted its tumblers into the limelight. A TikTok video featuring a Stanley Cup miraculously surviving a fire captivated audiences, showcasing the product’s purported durability. Although later debunked, the incident sparked immense buzz and inadvertently underscored the perceived quality of Stanley’s offerings. Reilly’s efforts to expand the customer base, particularly among women, have paid off, with the brand’s Quencher gaining popularity.
Furthermore, the Stanley Cup tumblers have not only surged in popularity but also in value, with exclusive releases commanding high prices and triggering fervent obsession among fans. New releases, like the Valentine’s Day Stanley tumblers exclusively available at Target for $45, have led to stampedes down store aisles and sold out within minutes, fetching thousands on the online secondary market. Reports of individuals allegedly stealing dozens of Stanley cups from stores and fervent collectors camping out for limited drops underscore the intense dedication and passion of Stanley’s fan base, who spare no effort to acquire and collect these coveted items.
McDonald’s Netherlands recently unveiled a groundbreaking marketing campaign that leverages one of the brand’s most iconic assets: its scent. By infusing billboards with the irresistible aroma of McDonald’s French fries, the fast-food giant aims to tantalize passersby and evoke nostalgic memories of dining at the restaurant.
Collaborating with Amsterdam-based agency TBWA\Neboko and production company Raúl&Rigel, McDonald’s deployed unbranded billboards in Utrecht and Leiden. At first glance, these billboards appear ordinary, but as people approach within a five-meter radius, they are greeted by the unmistakable smell of McDonald’s fries emanating from hidden compartments within the display. This innovative approach marks the first time that a billboard has been used to diffuse a specific scent, highlighting the power of olfactory marketing in capturing consumer attention.
Airbnb’s journey in disrupting the hospitality industry mirrors its incredible evolution from a community-driven platform to a global sensation. Airbnb’s success may be attributed to its constant commitment to creating true relationships, life-changing experiences, and transforming the way people travel. By prioritizing relationships over transactions, Airbnb has redefined travel, making it more about belonging and shared experiences than mere accommodation. Their innovative branding strategies resonate deeply with today’s travelers, emphasizing genuine interactions and cultural immersion.
And when it comes to creating brand awareness and engaging with the public, Airbnb has taken it a step further by embracing user-generated content. Encouraging users to share their travel stories, photos, and videos across various platforms has not only amplified their brand presence but also enriched the travel experience for all.
Marketing is more than just calculating statistics; it’s also about letting your imagination run wild and thinking beyond the box. In the world of brand building, the most successful strategies often emerge from unconventional thinking and a willingness to explore uncharted territory. From Stanley’s marketing mastery to Airbnb’s user-generated content revolution and McDonald’s scented billboards, these brands have rewritten the rules of engagement. They’ve shown us the power of innovation, community, and authenticity in capturing hearts and minds. So, as you embark on your brand journey, remember to embrace creativity and innovation to stand out and make a lasting impact in your industry!
The rise of the Stanley tumbler- RetailDive.com
McDonald’s new marketing: Billboards that smell like its French fries – BusinessInsider.com
Airbnb’s Marketing Journey to Build a Global Community: A Case Study – TheMarcomAvenue.com
