Heed this advice and perhaps brand strategists can make their client’s products the hero for the next 100 years, just as Levi’s has succeeded in doing.
Take risks with product front and centre (this also worked well with Apple).Use products to tell culture-forward stories (connect with prevailing cultural themes).Embrace the community that adopts your products (whether rockstars or everyday people).For Levi’s, this means embracing authenticity and quality. How can brand strategists learn from Levi’s? Mitchell has four pieces of advice: This explains why the iconic ‘Two-Horse Emblem’ was established in 1892, meaning the product could be recognised as a genuine Levi’s pair of jeans. Historian Panek believes Levi Strauss understood and respected the power of product brand early on. In explaining why a strong brand – a brand which endures and makes you feel something – is worth having, Mitchell said, “Brands that tell emotional storytelling helps command a premium and differentiates you in the market.” He was joined by Levi’s SVP and chief marketing officer, Kenny Mitchell, and Levi Strauss & Co Archives’ historian and director, Tarcey Panek. “To endure that long, you need a strong brand,” noted Scott Bell, chief creative officer at global advertising agency Droga5. Founded in California in 1853 by German-Jewish immigrant Levi Strauss, its iconic 501 jeans have been its flagship product for 150 years. The session focussed on legendary denim jeans brand Levi’s.
In a world of storytelling, gamification and building communities, ‘The product, the hero’ sought to demonstrate an alternative approach: how you can build a brand consistently by using your product. There seemed to be no better place to kick off Transform’s visit to the always-excellent Cannes Lions than the Palais II. Here’s a roundup of all the best brand design and strategy action from the first day of Cannes Lions International Festival of Creativity 2023, live at the Palais II. Talking Brands, a tasting event with Transform magazineĬannes Lions is back with a bang and celebrating its 70th anniversary.Brand Excellence in the Gulf States: A Middle East Brand Summit Event.2018 Transform Webinar: The art of brand differentiation.2017 Transform conference North America.2016 Transform conference North America.2015 Transform conference North America.
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