In The Wake of Facebook, Remember Your Brand Pillars
As we all question what will happen to Facebook, it seems that many have become focused on being the “it” thing now, and not being remembered as the one and only.
Emblazoned with an imprint of a sextant, the white bound book with attached grey bookmark appears near holy as it commands attention from anyone who sees it. You’re guided through the life of Florentine Ariosto Jones beginning in Boston, who then traveled across the Atlantic to Switzerland over 140 years ago.
This story is the introduction to one of the best advertisements I’ve ever seen. A catalogue that doubles as a coffee table book; something that, unlike anything you receive on a regular basis through the mail, you’d be hard pressed to trash while tidying up. This could best be described as “forevertisement”. IWC (International Watch Co.) managed to create a marketing piece that looks like something you’d want to save if your home was burning down, and eventually pass along to your great grandchild.
In a world where we are so focused on the next big thing to reach our audience it seems to travel the exact opposite direction of where many brands are going. Unlike any social media campaign or viral video, this book presents a solid permanence that is quite hardly the goal when it comes to many advertisements today. As we all question what will happen to Facebook, it seems that many have become focused on being the “it” thing now, and not being remembered as the one and only.
Nostalgia, which has long been there to hold the attention of consumers, is gradually being glossed over as if the market has no memory. Yet, I can assure you that people are still buying Tide because their family used it and the smell reminds them of home. We stand to learn something from this catalogue that subtly champions the longevity of its product and brand with a two page spread featuring the Pantheon dome.
The point here is not to remain in the past with your efforts but rather to cleanly tie together your brand’s value with the new and old. After all, I can’t remember the last time I sat down in a living room and picked a Facebook fan page off of the table to look at. Remember, branding comes from you and not from the medium you so choose to deliver it.