Tuesday, April 7, 2009

Brand DNA

A brand's DNA is rooted in the core values of the frequent users of the brand. It is a cultivation process, and the brand grows to the extent it reflects the values of the leadership group among its consumers.

The latest work for Timberland romanticizes nature as a benevolent force toward those who follow the path of the "Earthkeeper." As such, the commercial reflects the values of many who use the brand's more environmentally friendly products.

An earlier commercial in this series employed a humorous approach demonstrating that the forces of nature can sometimes be less than helpful as well.

It all depends on core values.

The work was done by Leagas Delany, the London agency.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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