A lot more than three quarters of a billion folks – nearly 825 million as of this composing – have viewed the #one YouTube online video “Gangnam Fashion” since its launch on July fifteen, 2012. That means that far more than a third of all people on the planet who are on the World wide web have laid eyes on that 1 video clip. Speak about effective, minimal-price branding! Would not you really like to achieve that variety of recognition and engagement with your possess brand name information?
If you might be a single of the few people who have not but viewed this online video, it really is a song by a Korean rap star named PSY who experienced, up to now, only been effectively-acknowledged in his indigenous country. This single, four-moment movie has introduced PSY into international super-stardom in a issue of months. So, what can we discover from “branding Gangnam Design?”
Be catchy. The Gangnam Design music is obviously what they contact an “ear worm.” It truly is the type of music that will get into your head and stays there. So, when functioning on your possess model messages, believe effective, memorable tag lines – phrases that are strategic but catchy, that signify what you want your manufacturer to stand for, and that will stick in the minds of your consumers.
Be “eye leisure.” The Gangnam Type video is really visible and contains a range of unique scenes in colorful environments. It is focus-grabbing. Because our eyes are liable for 70% of our human expertise, visuals in branding are elementary. Blend memorable, ownable visuals with your catchy strategic taglines, and your model will have sticking power.
Be sudden. One particular thing you have to say about the Gangnam Design video is that it’s not what you anticipate. 강남오피 is rarely your average handsome, hunky rock star. He is uncommon, special, and different. He’s funny and quirky. All of these elements make his movie even far more unforgettable since it is not at all what we anticipate. What can your brand name do that is surprising?
Make an psychological link. Viewing the Gangnam Type movie is an emotional knowledge. It reaches beyond your eyes and ears and engages you at a deeper degree. All that, and the tune is sung… in Korean?! I estimate about ninety five% of all the individuals viewing the video have no idea what is becoming explained! It just goes to present that the words you use in your marketing and advertising messages are important, but you construct a strong model by producing an emotional relationship with your focus on buyers. How properly do your existing advertising materials hook up emotionally with your existing and possible consumers?
Encourage motion. The Gangnam Type online video can make you want to get out of your seat and transfer. Indeed, when PSY not too long ago performed the music at the yearly American Music Awards, the total audience rose to their toes inside of seconds and commenced dancing. How can you encourage your clients into action by way of your possess marketing and advertising materials?
Repeat, repeat, repeat. The melody and rhythm of the Gangnam Design music are quite repetitive. To add to that, PSY has produced his possess dance style – the “horse-riding” stage – that is also repeated all through the video clip (and which has been parodied across the world). Repetition and consistency are crucial to remembering a brand message and to aiding solidify with consumers what you want your manufacturer to stand for. How repetitive and regular is your own model communications?
Leverage word of mouth. I discovered out about PSY’s Gangnam Fashion movie from a Kiwi colleague who life in Australia. Believe about how you heard of it – by means of a buddy, family member, or work mate? That’s effective word of mouth! Just how powerful has this form of marketing and advertising been for Gangnam Style? For standpoint, the preceding #one online video on YouTube was Justin Bieber’s “Baby” movie that arrived at 804 million hits in 34 months. Gangnam Style attained 822MM in 132 times! (Can we say “Bye Bye ‘Baby’?”) I never know how considerably funds PSY expended on the online video, but his return on expense must be massive. It just goes to show that word of mouth is nonetheless the most affordable-cost, most powerful marketing and advertising that exists. It truly is in essence ‘free media.’ How can you make your manufacturer concept something that consumers want to share with other people?
Never neglect name recognition. 1 difficulty with the Gangnam Style video is that most people viewing the online video don’t forget the name of the track but not the identify of the artist. In simple fact, I acknowledge I had to do some study myself to figure out who the singer was. Successful branding needs a excellent, sound website link to the manufacturer title. No matter how excellent your communications are, if potential clients can not remember your brand name, you aren’t spending your cash correctly.
Stay away from the “a single-hit wonder” syndrome. Another potential issue PSY may possibly have in the long term is repeating this phenomenal success. Will he be a flash in the pan, a a single-strike surprise? How does he come up with a 2nd video which is just as unforgettable? That stays to be noticed, but it really is a fantastic problem to be faced with – the sort of challenge that we would all like to have as model-builders.
All of this factors to excellent information: You don’t have to devote a fortune to develop a strong model. So, get to the drawing board and consider about how you can develop your personal solution, provider, business, or personal brand name employing “Gangnam Type” techniques.
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