Discover Top Posts Tagged with #bethanymarieco

Brands that ‘Take you there’

This post isn’t about a particular brand or campaign, it’s a journey through the experiences that have the same intention: to take you there. Whether the brand providing this experience can physically move you from A to B or just lift your spirits, this notion seems to be more and more widespread in (marketing) communication.

Our lives have become so removed from nature, from discovering new places in the world or just simply going outside that often digital impulses you get throughout your day are the only way to take you to places.

Look at the latest Old Spice campaign. They present it with their unique sense of humor but their promise is simple: experience nature through our scents in your rotten little digitalized world. And if you read this post from the brand, you’ll understand the place they are coming from.

And this gets me to Instagram. The social platform that seems to be delivering the most of these experiences. Why? Well, one of the reasons is that this is the most mobile platform of all. It’s not about sharing heart wrenching stories, political statements, or even commenting on your favorite TV show. It’s more about giving visual impression of your journey.

One of my favorite photographers on Instagram are Bethany Marie and Cory Staudacher who travel the country (the world really) and share beautiful images of them just being there. And brands who don’t have that kind of follower base but share this same passion with them, ask them to send messages to their followers. Like this Acura partnership during this year’s Sundance or their journey to Switzerland with Victorinox.

Red Bull is really the master of taking you there. Their vision is to push this mantra as far as physically possible. What is the first image that pops in your head in relation to them? Probably Felix Baumgartner. They took us there. And the product is simply not present at most cases. The truth is, they make money by producing content, but hey, they take us with them on the journey...

Some airlines are doing a great job showing us how much more they can do than just fly us from A to B. And it works. I probably think about flying (with them) 100 times more than I actually get on board.

Last but not least, AirBnB is becoming really good at selling more than just a bed for the night. With some of their recent contests they showed to the world that there are many places to discover and some experiences are only possible through them.

When I want to take a quick break from my thoughts during the day, these are the kind of impressions I’m looking for. We used to indulge ourselves with opening a bottle of happiness or just getting a cup of coffee but our desire to break away from our day is now enabled by these brands that allow us to go much further than where caffeine can take us.