By Dian Hasan | December 22, 2009
Communicating effective marketing messages that strike a chord with the audience – is the result of a thorough and in-depth understanding of a company’s identity DNA. Critical when building strong and compelling Brands, especially today. Brand Building is all about going beyond the functions & benefits of a product and service (Functional Value), and into the Emotional and Symbolic Values.
Italian high-end suitmaker and menswear, Ermenegildo Zegna, captured their symbolic value well, through a campaign entitled “Great Minds Think Alike”.Bringing forward a group of young professionals in business attire, going about their daily business (at the airport, at the Opera House, in Beijing’s Forbidden Palace). As well as “hanging out” in upscale settings in pursuit of leisurely pastimes (on of a Yacht, playing chess in Florence, etc). The campaign is designed to promote both the suits, business accessories, as well as casual wear, Zegna Sport.
The underlying idea is to connect like-minded individuals, who are driven, in pursuit of success in a modern global lifestyle, which at once connects with need for men to “stick together”, through male-bonding, as well as performa individually in competition with their fellow professionals.
Universally, all companies get their Functional Value messages right, as this is the easiest and most logical part of brand building. No guess work involved! As it deals with the most fundamental part of the brain – the Cortex – that computes logic, math & generates analysis.
Extending the journey of brand-building that touch and identify Emotional and Symbolic Values is a more challenging part, which very few companies get right.