Brands are present in almost everything we do. The impact they generate on our lives is part of us and our daily lives to such a degree that we live with them and do everything with them, almost as naturally as we breathe.
Our habits are related to consumption within a global market based on the trust generated by providing quality products and services, but that also have a background that generates interest, connects emotionally and provides cultural and social aspects that contribute and generate added value to the primary function of the same products and services per se.
This added value is essential to survive in a world where the supply of any sector of the global market has increased exponentially. Therefore, seeing brands as entities that differentiate themselves from each other through their products and graphic aspects – such as logos and graphic identity manuals – is very obsolete.
This dynamic has changed the habits of consumers who seek practicality when making their purchases, but also added value that allows them to make more conscious decisions about what they are obtaining in terms of advantages and benefits, as well as what they can contribute in terms of of sustainability and social programs that favor some marginalized sectors.
A well-known example of how brands can go further by crossing the limits of mere interaction with users through the sale of their products is Red Bull. The Austrian brand of energy drinks has opted to create a culture where extreme, and not so extreme, sports are the protagonist of multiple events around the world.
It is a reality that Red Bull marketing has a preponderant percentage of its total budget, but this is not entirely intended to create advertising campaigns where the objective is for people to see what benefits consuming their drink can provide them. The strategy is aimed at creating or participating in extreme sporting events to transmit a clearly recognizable message. “Red Bull is for those intrepid who seek to re-energize themselves and exploit their capabilities to the fullest”
Since 2005, Red Bull has had a racing team in the highest category of motorsport: Formula 1. This speaks to the massive investment they have made. Similarly, they own soccer teams in both Germany and the United States, and they are the organizers and sponsors of memorable events such as Felix Baumgartner’s jump from space, where he broke the sound barrier during a free fall from a height of 40 km.
One might think that these examples are separate business ventures that make the company profitable. However, the ultimate goal remains the sale of their drinks and the positioning of their brand. This reflects the masterful creation of a culture related to sports, engaging people through participation in unique experiences and memorable events.
Just like Red Bull, there are hundreds of brands that have been working hard in order to generate value by employing strategies that go beyond traditional marketing, making all the difference.
Brands go beyond their logos and visual identities. While these are useful for identifying and differentiating them from other distinct brands at first glance, what truly adds value is the generation of innovation aligned with their values. Brands that care not just about selling, but about adding value, staying relevant, and lasting over time, stand out.