THE POWER OF BRAND ASSOCIATION – A MASTERCLASS BY STRANGER THINGS
I’ve just finished watching part 1 of Stranger Things Season 4 and loved it. I’m a tiny bit obsessed and it definitely had me on the edge of my seat.
As a brand consultant, I couldn’t help admiring something else about this season. And that was the inspired choice of the Kate Bush track ‘Running Up That Hill’ as the soundtrack.
But I promise no spoilers. Whether you’re a Stanger Things or Kate Bush fan or not, that’s not what’s important about this episode. The big take out is how you can intentionally and consciously use brand association to enhance and elevate your brand and your audience’s experience when they choose to engage with you.
And the Stranger Things + Kate Bush collab is a masterclass in it.
But why has this brand association had such a resounding impact? I’m keen to find out if you are?
I define brand association, how you can use it and the benefits for your business when it’s done well. I also deconstruct the reasons the Stranger Things production team absolutely nailed the brief and share my thoughts on what we can learn about the concept of successful brand association as a result.
Specifically, I dive into 4 key ingredients for successful brand association:
- It Magnifies Your Message and helps to support or clarify what you want to say
- It’s a Great Brand Fit and reinforce your core values, beliefs or personality traits as a brand
- It Doesn’t Play Safe and makes a conscious choice to do something a little bit out of the ordinary
- It has a Compelling Back Story and offers a sense of depth and discovery
There’s so much good stuff to talk about!