A lot more than 3 quarters of a billion folks – practically 825 million as of this producing – have viewed the #one YouTube video “Gangnam Design” since its release on July fifteen, 2012. That signifies that much more than a third of all folks on the planet who are on the Net have laid eyes on that one video. Chat about effective, lower-cost branding! Would not you adore to achieve that variety of consciousness and engagement with your possess model concept?
If you happen to be one of the number of people who have not but watched this video, it’s a tune by a Korean rap star referred to as PSY who had, up to now, only been well-acknowledged in his indigenous country. This one, 4-minute online video has introduced PSY into global tremendous-stardom in a issue of weeks. So, what can we discover from “branding Gangnam Fashion?”
Be catchy. The Gangnam Fashion track is plainly what they contact an “ear worm.” It is the sort of track that will get into your head and stays there. So, when operating on your very own brand name messages, consider potent, unforgettable tag strains – phrases that are strategic but catchy, that represent what you want your brand to stand for, and that will adhere in the minds of your consumers.
Be “eye entertainment.” The Gangnam Style online video is very visual and consists of a assortment of unique scenes in colourful environments. It really is attention-grabbing. Given that our eyes are liable for 70% of our human encounter, visuals in branding are elementary. Combine unforgettable, ownable visuals with your catchy strategic taglines, and your brand name will have sticking electrical power.
Be unexpected. A single point you have to say about the Gangnam Design video clip is that it truly is not what you count on. PSY is hardly your regular handsome, hunky rock star. He is strange, unique, and different. He’s humorous and quirky. All of these aspects make his movie even a lot more unforgettable since it is not at all what we foresee. What can your manufacturer do that is unexpected?
Make an emotional connection. Watching the Gangnam Type video clip is an psychological experience. It reaches outside of your eyes and ears and engages you at a further stage. All that, and the music is sung… in Korean?! I estimate about ninety five% of all the men and women observing the movie have no idea what is becoming explained! It just goes to show that the words you use in your advertising and marketing messages are crucial, but you build a potent brand by generating an emotional link with your concentrate on buyers. How well do your existing advertising supplies join emotionally with your recent and potential customers?
Encourage motion. The Gangnam Design online video can make you want to get out of your seat and move. In fact, when PSY not too long ago done the track at the yearly American Audio Awards, the whole audience rose to their ft inside seconds and started dancing. How can you inspire your consumers into action through your own advertising and marketing materials?
Repeat, repeat, repeat. The melody and rhythm of the Gangnam Design music are quite repetitive. To add to that, PSY has created his own dance fashion – the “horse-riding” phase – that is also repeated through the video (and which has been parodied throughout the world). Repetition and regularity are essential to remembering a manufacturer information and to aiding solidify with clients what you want your brand to stand for. How repetitive and regular is your personal manufacturer communications?
Leverage phrase of mouth. I discovered out about PSY’s Gangnam Design movie from a Kiwi colleague who life in Australia. Consider about how you read of it – through a good friend, family members member, or operate mate? That’s successful phrase of mouth! Just how strong has this sort of advertising and marketing been for Gangnam Fashion? For point of view, the prior #one online video on YouTube was Justin Bieber’s “Child” online video that arrived at 804 million hits in 34 months. Gangnam Design attained 822MM in 132 days! (Can we say “Bye Bye ‘Baby’?”) I never know how a lot income PSY spent on the movie, but his return on expenditure should be huge. It just goes to present that term of mouth is nonetheless the lowest-price, most efficient marketing and advertising that exists. It is in essence ‘free media.’ How can you make your brand name concept one thing that consumers want to share with others?
Do not overlook name recognition. 1 difficulty with the Gangnam Style video is that most individuals seeing the video remember the name of the song but not the name of the artist. In truth, I admit I experienced to do some study myself to determine out who the singer was. Successful branding needs a very good, sound url to the brand title. No subject how excellent your communications are, if likely clients cannot remember your brand name identify, you usually are not spending your cash wisely.
Avoid the “one particular-strike wonder” syndrome. Yet another possible difficulty PSY may possibly have in the long term is repeating this phenomenal accomplishment. Will he be a flash in the pan, a 1-strike wonder? How does he come up with a second video clip that is just as unforgettable? That stays to be noticed, but it is a fantastic obstacle to be faced with – the sort of challenge that we would all like to have as manufacturer-builders.
All of this factors to good news: You never have to devote a fortune to develop a effective brand. So, get to the drawing board and think about how you can construct your possess product, service, business, or private model using “Gangnam Fashion” strategies.
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