At Bing Bang, we talk a lot about brand…probably because it’s a HUGE part of what we do here! We research brands, we create brands…and sometimes, we’re even asked to help bring brands back from the brink of extinction.
Helping our clients maintain and strengthen their brand is one of our key missions here at Bing Bang. And to do that, you gotta get out of the conference room and do some serious research. We all have those brands that intrigue and inspire us time after time and have persevered through the years, various PR disasters and tough competition, so we decided to ask a few of our team members their current favorite brand/brand voices and share. Keep reading to hear what brands keep the Bing Bang team coming back for more!
Nick, Creative Director:
It’s no secret around the Bing Bang offices that Starbucks is my brand of choice for a number of reasons. What really pushes my branding button is when voice, style and behavior all come together to form a brand experience, and there’s no doubt that the mammoth brand that was born out of a small Seattle coffee shop delivers across all of their brand touchpoints.
From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. Their mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Well, with their baristas (that Starbucks refer to as partners and brand ambassadors, their coffee and their customers at their core, Starbucks advertising always hits on one if not all of their defined values:
- Creating a culture of warmth and belonging, where everyone is welcome.
- Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
- Being present, connecting with transparency, dignity and respect.
- Delivering our very best in all we do, holding ourselves accountable for results.
Starbucks prides itself on being “performance driven, through the lens of humanity.” I’d say their doing a grande job!
Jean, OG Account Manager:
Apparently I’m on a big-time outdoor aspirational brand kick, but I’m really loving all of the content these two brands are putting out. They really make me want to go out and be adventurous, and have the long-form storytelling thing down pat with some amazing visuals, music and just really well-done, impacting work.
Yeti has been a particular favorite of mine lately, with their Yeti Stories campaign telling some amazing customer stories with the most subtle product placement ever. I really like how both brands – especially North Face – supports filmmakers who are adventurers themselves, like this: https://www.youtube.com/watch?v=JA1_HVSCvXU
Even if I’m just an armchair adventurer, these brands really inspire!
Mackenzie, Account Manager:
First of all, even though it’s probably a sin as a marketer to say this, I do not enjoy being asked this question. In fact, I was once asked which brand I compared myself with in an interview circa 2010. My answer? “Toyota! Because…erm…uh…Can’t Stop, Won’t Stop!?” WHAT? If you don’t remember –this article will quickly remind you. SMH.
It’s a tough question. It’s 2017! We are exposed to hundreds…maybe thousands of brands and marketing messages every day, sometimes without us even realizing it. However, since I’ve had a day to prepare for this, calm my nerves and get a clear mind, I think I can handle it.
My current brand pick: Warby Parker
This fairly newbie of a brand has really stuck out to me for a number of reasons. Like most businesses, this one was founded to fix a problem a lot of people deal with. That problem? Glasses are EXPENSIVE. The founders of WB realized the industry was being dominated by a single company that was keeping prices high and reaping huge profits from folks like you and me. So, they decided to create Warby Parker as an alternative.
Warby Parker is a fun, modern and inviting digital business where consumers can purchase eyewear for under $100. They’ve completely changed the game of buying new specs with their at-home try on program, huge social community, helpful associates and wide variety of glasses, sunglasses and check this….even monocles! Warby Parker makes the eyewear buying process completely enjoyable. And also allows you to share selfies with other Warby Parker enthusiasts! Selfies? Holla atcha girl!
My favorite thing about this brand, however, is their philanthropic approach. For every pair of glasses they sell, they partner with a non-profit to donate a pair to someone, and how great is that?! If you’re looking for a new pair of glasses, I highly recommend!
Megan, Graphic Designer:
As one of the foremost natural history museums in the world, The Field Museum in Chicago has the task of maintaining a somewhat buttoned-up brand voice that has to be all things informative, educational, and engaging. Basically, exactly what you’d expect of a museum. The Field Museum is chock full of high quality artifacts and specimens in their permanent collections and they consistently showcase innovative traveling exhibitions. Plus, you know, dinosaurs! Point being, museums are fun and educational as h*ck and the marketing team over at The Field Museum have done a remarkable job promoting themselves through a number of avenues including educational initiatives as well as traditional and modern marketing efforts.
Maintaining a professional brand voice is easy enough but the ever-changing landscape of social media requires an ability to engage and interact with visitors and followers in unique and clever ways. The most successful brands lace their professional, on-brand social media voice with a razor-sharp wit. On Twitter, clapbacks and snark reign so what better way to attract an audience than to give The Field Museum’s 40 ft. imposing centerpiece SUE the T. rex a sassy attitude and a Twitter account?
SUE – the largest, most complete and best-preserved Tyrannosaurus rex ever discovered – provides an off-kilter brand voice for The Field Museum, allowing their team to have some light-hearted fun while also promoting the Museum. In true T. rex form, SUE isn’t afraid to go after anyone or anything and her nearly 30,000 followers eat it up. Her most recent bout found her getting thoroughly owned when she decided to pick a fight with a dictionary. Honestly, she seems like the kind of dinosaur I’d want to have a drink with.
The Field Museum seems to have found their stride in the world of social media promotion and I look forward to @ing SUE the T. rex (SUE in all caps, please) when I stop there on my next visit to Chicago.
Have a favorite brand you’d like to share? Contact us below!