Christmassy piece of branded content, or some useful branded guides to baking and motoring.
I came across a fascinating article by consumer behavioural researcher Ayalla A. Ruvio this week, entitled How Spam became one of the most Iconic American brands of all time. Definitely worth reading in full, it shows how a not terribly exciting product became an iconic brand through involvement and emotional connection with people, employing all manner of ingenious "brand experience" ideas decades before the term was coined.
The article is brimming with historical examples of collaboration, co-creation, tapping into culture and generally being informative, useful and entertaining.
Yes, entertaining. The Spam story that caught my imagination the most was that of the Hormel Girls, a musical troupe of female WW2 veterans. So there's even female empowerment in there too!
But maybe the biggest example of Spam's iconic status is the passing of the brand name into everyday vocabulary. Of course, the brand could have kicked up a huge fuss and not wanted their name sullied with connotations of junk mail.
But I am sure that would have done more harm than good.
In praise of passive planning
1 month ago