Brands with balls
You know those classic cartoons of a snowball rolling down a mountain, gaining size and speed by the second?
That’s a great metaphor for the way a brand grows. We call it a Katamari, which is Japanese for “clump.”
Once a Katamari starts rolling, it picks up whatever it touches. Good and bad, true and false, planned and unplanned.
For a brand, that includes your ads, but also the world’s reaction to your ads. It includes controlled press releases, but also uncontrolled news headlines. It includes praise on social sites, but also tough questions and scathing reviews alongside them.
And at the risk of sounding obvious, this is worth saying: everything that sticks, is stuck. There’s no going back. There’s no tool for un-sticking or hiding anything.
Time moves forward, and your Katamari keeps growing.
Branding, then, is the art and science of steering your brand’s Katamari toward the kind of impressions you want to pick up, and of placing your own positive impressions in its path along the way.
Speak like a C.M.O., play like a K.I.D.
Now, if you could take your Katamari and cut it in half, you’d see all the layers of your brand’s story perfectly maintained, like rings on an old tree. Experts can look at tree rings and tell you what kind of year it was – how much rain the tree got and what the temperature was like. They could effectively retell the tree’s story by studying only the trunk.
Depending on how diligent you’ve been about capturing your brand’s story and implementing metrics along the way, you could do the same thing with your brand by studying its Katamari. And if you pulled it off well, it could be a thorough, insightful, and really, really fun case study.
And as it turns out, that’s exactly what it is. As the latest case study for one our clients, Kirkland’s, we used a Katamari to tell the story. It’s not only jam-packed with information but also the most fun we’ve ever had using marketing jargon.
Come play with the Kirkland’s Katamari. Control where it rolls and what it picks up, and learn how we’ve earned a massive, social army of brand ambassadors for them over the last two years.
For best results, don’t play Katamari in Internet Explorer.
Click here to see behind the scenes on the Katamari project.