Search

COMMENTARY
MEDIA & MARKETING | Contributed Content, Singapore
Published: 09 Mar 12
3286 views


Five ideas your brand should steal from Kony 2012

Even in Singapore, far from the mountains of Uganda and the San Diego headquarters of the Invisible Children nonprofit, the #kony2012 viral campaign has spread like wildfire. Despite debate over the movie and nonprofit’s merit, one thing is clear: they “did produce a hell of a video.”

Chances are, your company is not a nonprofit. Your brand isn’t spearheading a campaign to make a war criminal pay for his crimes against humanity. And to date, you probably haven’t published a video online that’s gained hundreds of thousands of views within a few days.

Nonetheless, there are at least five ideas your brand can—and should—steal from the Kony 2012 campaign.

1. Harness the power of emotions
Clearly, the Kony 2012 video was intended to pull at our heartstrings (it uses every trick in the book—dramatic music, cute children, footage of a 20-year old deaf woman hearing her own voice for the first time). You may think your brand lacks the drama to pull it off, but never underestimate your brand’s emotional potential. If Cisco—with such hot products as the ASR 1000 Series Aggregation Services Router—can inspire us by describing the “human network” that connects us all, there must be some emotional territory for your brand to stake out.

What is your brand’s emotional benefit to customers?

2. Define an opponent
Joseph Kony is a real-life bad guy, but a brand can have a nemesis, too. Apple was the anti-IBM, then the anti-Microsoft. Pepsi tries to position against Coke, and Facebook tries to lure the best employees from Google. At an insurance company I once worked for, we had floor-mats that read “Beat AIG.” A common enemy, even if regarded with a playful spirit of competition, can galvanize a workforce and inspire great work, sometimes more effectively than a traditional vision or mission statement.

Who or what is the opposite, antithesis or enemy of your brand’s success?

3. Experiment
The Kony 2012 video states “The next 27 minutes are an experiment.” Reports suggest “Invisible Children themselves did not expect their campaign to become as successful as it did—as quickly as it did.” They gave it a shot, and it worked. All too often, bigger brands are inhibited—afraid to push the envelope or defy expectations. But taking risks is what keeps brands alive and interesting. Innovation requires risking, and brand differentiation often entails going against the grain.

How are you experimenting with your brand to make sure it stays relevant?

4. Join the conversation
Expected or not, the Kony 2012 video started a global conversation. Invisible Children has since felt some negative effects of instant stardom, including claims that they are misusing funds and oversimplifying a complex problem. But the nonprofit has not shied away from the publicity or lashed out against their accusers. Instead, they are calmly engaging their detractors, offering financial transparency, responses to critiques and clear, succinct emails explaining their point of view. It’s often said that people are talking about your brand whether you’re part of the conversation or not, so why not join in?

Are you participating in the conversations about your brand, online and off, or pretending they don’t exist?

5. Insist on high production values
Watching the Kony 2012 video, I was struck by the fact that this relatively unknown nonprofit had produced such a polished short film. While your organization may not upload a movie to Vimeo anytime soon, your brand is surely supported by graphic design, a website, copywriting, marketing materials, product or service names and perhaps advertising. A rule of medical ethics that I believe applies equally well in the creative and design arena is “First, do no harm.” That is, if you know you can’t do it right, don’t do it at all, or keep it as simple as possible until you’re able to work with a professional.

What are your brand’s “touchpoints”? Would you describe them as creative, well-designed and exhibiting high production values?

Rob Meyerson, Strategy Director, FutureBrand

The views expressed in this column are the author's own and do not necessarily reflect this publication's view, and this article is not edited by Singapore Business Review. The author was not remunerated for this article.



Sign up for our newsletter

 

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.

Tags: Rob Meyerson, Futurebrand, Five ideas your brand should steal from Kony 2012

LATEST MEDIA & MARKETING JOBS »
PRINT ISSUE »

Subscribe Now
What factors are keeping expats rooted in Singapore?

1003 views

What factors are keeping expats rooted in Singapore?

579 views

Can Asian private equity outgrow the west?

248 views

MOST READ EXCLUSIVES

16 items that are a tad cheaper in Singapore than in Hong Kong

16 items that are a tad cheaper in Singapore than in Hong Kong

Coffee lovers need not go farther for a cheaper cup of cappuccino.

by KRISANA GALLEZO
20 Mar 2015 | 99363 views
 

The 10 richest Singaporeans

The 10 richest Singaporeans

Altogether, their total amount of wealth dropped by 20% to US$32.5 billion.

by KRISANA GALLEZO
13 Apr 2015 | 98248 views

Singapore’s 8 hottest 40 and under hotel chefs

Singapore’s 8 hottest 40 and under hotel chefs

Check out and be inspired from their humble beginnings before rising the ranks.

by KRISANA GALLEZO
27 Mar 2015 | 13426 views
 

Chow Tai Fook opens second store in Singapore

Chow Tai Fook opens second store in Singapore

It's a 1,000-square feet new jewellery shop on Orchard Road.

by KRISANA GALLEZO
26 Feb 2015 | 12283 views

This is a woman’s world: CRIB launches Singapore’s first business and lifestyle incubator for women

This is a woman’s world: CRIB launches Singapore’s first business and lifestyle incubator for women

Find out what the three key platforms of CRIB are.

by KRISANA GALLEZO
10 Mar 2015 | 8182 views
 

The New Black hits Singapore with rarest green coffee

The New Black hits Singapore with rarest green coffee

It also boasts of its Impossible Collection curated by the ‘world’s rockstar roasters'.

by KRISANA GALLEZO
5 Mar 2015 | 4804 views

Too many business cards? Why don’t you try Sansan’s business card management service?

Too many business cards? Why don’t you try Sansan’s business card management service?

After Singapore, this contract management company plans to expand in the APAC region.

by KRISANA GALLEZO
12 Feb 2015 | 4423 views
 

Check out this integrated office cum lab of Friesland Campina in Singapore

Check out this integrated office cum lab of Friesland Campina in Singapore

A curved glass wall resulted in a 90% open-plan office.

by KRISANA GALLEZO
17 Feb 2015 | 4387 views

Spencer Ogden gets funky with its newest trademark space in Singapore

Spencer Ogden gets funky with its newest trademark space in Singapore

The company invested over $1M to make this signature office possible.

by KRISANA GALLEZO
5 Feb 2015 | 3508 views
 

Want to be hands-on with your ideal home setting?

Want to be hands-on with your ideal home setting?

Commune is opening an Experience Centre for meticulous homeowners.

by KRISANA GALLEZO
23 Mar 2015 | 2924 views

Office in the sky: How’s having a meeting in the clouds?

Office in the sky: How’s having a meeting in the clouds?

Check out ACL Asia Pacific’s Cumulonimbus, Altostratus and Cirrus rooms.

by KRISANA GALLEZO
1 Apr 2015 | 2793 views
 

Lazada Singapore CEO Martell Hardenberg talks about his “Happy Customer” philosophy

Lazada Singapore CEO Martell Hardenberg talks about his “Happy Customer” philosophy

Find out what other goals the 27-year-old has for the company.

by KRISANA GALLEZO
27 Mar 2015 | 2423 views

Take a look inside INSEAD’s $55m leadership development centre in Singapore

Take a look inside INSEAD’s $55m leadership development centre in Singapore

It marks the fulfillment of a vision too ambitious to achieve 15 years ago.

by KRISANA GALLEZO
1 Apr 2015 | 2339 views
 

LawCanvas saves the day: Easy legal documents in under a minute

LawCanvas saves the day: Easy legal documents in under a minute

The founders revolutionized the legal industry despite having different backgrounds.

by KRISANA GALLEZO
2 Mar 2015 | 2325 views

All the single ladies: Here’s Singapore’s first female-centric dating app for you

All the single ladies: Here’s Singapore’s first female-centric dating app for you

Its female-friendly features help women find serious daters.

by LEE ANNE BABIERRA
20 Apr 2015 | 2098 views
 

PocketMath makes buying mobile ad impressions easier

PocketMath makes buying mobile ad impressions easier

It integrates over 20 ad exchanges and offers over 20B impressions a day.

by KRISANA GALLEZO
9 Feb 2015 | 1780 views

#OnTheContrary campaign reveals the ‘real struggles’ of entrepreneurs

#OnTheContrary campaign reveals the ‘real struggles’ of entrepreneurs

Rags to riches stories are fabulous, but here’s the real deal.

by KRISANA GALLEZO
27 Mar 2015 | 1027 views
 

Find out what it’s like going into business with your in-law

Find out what it’s like going into business with your in-law

A young entrepreneur teamed up with his father-in-law to redefine home entertainment needs.

by KRISANA GALLEZO
27 Mar 2015 | 787 views

What is the future of the sports business in Singapore?

What is the future of the sports business in Singapore?

Can a new billion-dollar stadium give Singapore the edge it needs to compete for world-class sporting events?

by STAFF REPORTER
20 Mar 2015 | 702 views
 

Fragrance Du Bois to launch a new scent this year

Fragrance Du Bois to launch a new scent this year

Also, check out its pop-up boutique at TANGS Orchard open until April 26.

by KRISANA GALLEZO
17 Apr 2015 | 439 views

Megafash sets the stage for local entrepreneurs to introduce indie brands

Megafash sets the stage for local entrepreneurs to introduce indie brands

It plans to expand in Malaysia and Indonesia.

by KRISANA GALLEZO
20 Apr 2015 | 296 views
 
close Don't Show Again

STAY INFORMED! Get our free weekly newsletter