As a family man, much of my inspiration in life comes from my wife and children. As they’ve grow up, I’ve observed my sons falling in love with their first two brands and this provided me with a case study on brands and their appeal.
As marketers, we talk about relevancy in campaigns. When designing logos we come up with a whole array of rationalizing from style to color meanings. When pitching to clients however, it does not always need to be this complicated. Watching my children and how brands and marketing have and are impacting their lives fascinates me. It is marketing in its most raw form, until they reach a certain age.
Both my children were born in Dubai and the first two brands they fell in love with were Ferrari and Nike, and this is still the case today At times, this did not make it easy for me, as they wanted daddy to only buy them Nike and have a Ferrari as the family car! So how did they become so attached to these brands? Living in Dubai they saw lots of flash cars and clothing brands every day, so why did they chose these two?
With Ferrari, the colour red and the style of the car resonated with my boys and it was the very first brand that delivered a WOW factor for them. It was nothing to do with 0-60 times, top speed or price tag. It was simply WOW from a design and colour perspective. Like your first love, the Ferrari brand will be with them for life, with my youngest son promising to buy daddy a Ferrari when he is older - they still can’t understand why we have not got one as a family car.
With Nike it was a different experience to Ferrari. There was no WOW factor. With Nike, my sons helped me see the power a single logo can impact on someone from birth onwards. The Nike tick is so simple and easy that it stands out even for children, perhaps especially for children. It was the first logo they understood as a brand and once they associated the tick with Nike and sportswear, it was all they wanted. They would then spot the tick everywhere, saying “Daddy – look, that man has the same shoes as me.” So their first sports shoes were Nike and their first football boots were Nike. From a simple logo that a child could recognise, Nike managed to build a customer for life - it is that simple!
Now we live in the Caribbean, the boys see less of these brands. To this day however, if they see a red sports car, its ‘look daddy Ferrari’ and when we are in a store, Nike is the brand they move to. What continues to amaze me is that my boys became brand advocates for these two brands without being exposed to any marketing material or messages. Their lifelong advocacy and loyalty was sealed purely on the wow factor and the power of a simple logo that is easily recognisable above all others and not due to any marketing campaign.
So let’s all stop and think for a second about the first brands we all fell in love with and why, it would be great to hear the stories.
In summary what I have taken from this observation through the human interest of marketing is the question we should be asking ourselves: 'Is the marketing simple enough for children to understand and resonate with whether it be a logo or a full brand launch and create brand advocates from a young age?'
My name is Daymonde and I am a multiple award winning international marketer. After graduating in Applied Economics, I started my career In London working in Market Research. Graduating during the financial crash meant it was not the best degree to have but my passion was always marketing and advertising so I looked to move into that field.