Big Ass Fans is a new national advertiser. They sell the world’s most efficient ceiling fans, in diameters from 5 to 24 feet. The company started life as the High Volume Low Speed Fan Company, before adopting an irreverent new moniker. (The company claims it changed names after repeatedly hearing customers say, “Man, that’s a big-ass fan.”)
Nothing matters more than context. What consumers see, hear and think about a brand is wholly shaped by the context in which they encounter it, which in turn directly affects what they do and buy.
In The Great Gatsby, F. Scott Fitzgerald writes, “Personality is an unbroken series of successful gestures.” Similarly, a brand is the result of an unbroken series of consistent gestures, encompassing both what it does and how it does it.
We regularly answer marketing questions here on Branding Strategy Insider. Today we hear from Karen, a Vice President of Global Marketing in Los Angeles, California who asks this question about brands who discriminate…
In our firmly established social media era, marketing is no longer about persuasion and promotion, but connection and customer engagement–and nothing is more engaging to human beings than a compelling story.
