Brands use celebrities to embody their brand. The celebrities help bring the brand to life. They make it less abstract and more human and this helps us relate to the brand.
The name of the game is for the target market to like the brand because they identify with the celebrities being associated with the brand. People do things with brands and so by using products that are associated with the celebrity they’re indicating who they are or more frequently who they aspire to be. This is all to do with Self Congruity Theory (ZZzzz). Fit between brand personality and celebrity personality is key if this is going to work. They need to be in sync….
Blackberry has just launched a new campaign with up and coming NYC house dj’s the Martinez Brothers. To their credit they’ve created an interesting brand story.[youtube=http://www.youtube.com/watch?v=SX3XaBaKRXs]
Blackberry is a corporation. It makes phones that are good for messaging. Primary brand association = Messaging. They’ve tried to stretch this capability beyond the B2B marketing into the B2C/youth market via BBM and reposition through various brand marketing campaigns.
The Martinez Brothers are the new kids on the dj scene block. New Master’s at Work of the club scene if you will. They are all about mixing underground house music. Primary association = Cool house music deejays.
Blackberry has tried to associate its brand with the Martinez Brothers so it can siphon some coolness from their brand equity.
We think they’ve got it wrong. The brand associations don’t fit.
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