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 KAPITEL 07 /  TALK OF FAME & THE POWER OF PERSONALITY

TALK OF FAME &

THE POWER OF PERSONALITY

PHOTOGRAPHER // ERIK PANOV, RUSSIA

TOGETHER FOREVER: BRANDS AND THEIR AMBASSADORS

‘Trend marketing’ and ‘product seeding’ are no longer new to our industry’s vocabulary. These tools have developed into a new and complex communication approach, targeting something more than just brand visibility and quickly disseminating across the globe. Markets learn from each other’s experience, exchanging the most effective mechanics and trends.

They go further into one’s blood and veins, sneaking into everyday aspects of life, even shaping a personality. Meanwhile, the basic mechanics are quite simple and their impact is going beyond anyone’s expectations. Russia is no exception at this point, though it might be viewed as such. However, that famous gap of four to five years in global development is long gone and with every year that passes, we are revealing our potential more and more.

The basic point is not to simply select a ‘pa- tient zero’ of the campaign to spread gossip and tease the audience so the outcome de- pends only on how famous the person is. The time has come for brands to show how strong they are and what they can do in terms of symbiosis with specific communities and their leaders who have a certain publicity potential. If the brand gives the support, fuelling and catalysing the natural life circle of one’s fame, organically increasing its image strength along with the carrier of the story, it becomes impossible to separate these two and impossi- ble to imagine the community outside the brand area. This enables awareness and con- sumer loyalty to reach heights that have never even been considered before.

Have you seen the queues outside the adidas Superstar pop-up showroom in Moscow? We have. It works.

AUTHOR // JOANNA CZEKAJ, MANAGING DIRECTOR, SERVICEPLAN POLAND & SALESTUBE