On August 5. NASA Juno began its five year journey to the planet Jupiter spaceship. In General, not the general public known, there are three "crew members" on board, and they have all signed for the duration of the trip. This "crew members" are in fact LEGO representations of the Roman God Jupiter, his wife Juno and Galileo Galilei, the Renaissance astronomer, the many important about our solar system discoveries.
The planned mission is part of the Legos "Bricks in Space" (not to be confused with "Muppets In Space"). A long-term partnership between the LEGO Company and NASA has led every space mission with many Lego sets on board. This is more than just product placement. And this is not the first time LEGO his skill at flatters showed up in the news.
To celebrate the marriage of Prince William and Catherine Middleton in April of this year, a replica of Westminster Abbey for British created by LEGO designers LEGOLAND Park. Of course, the Royal bride and groom included the marriage of their future King, along with thousands of LEGO audience witnesses. The cost of the exercise was probably around $50,000, give or take a few thousand. In return, LEGO news style was achieved publicity, the millions.
In an environment with Twitter/Facebook/YouTube you would believe is that it was still never so much los awarded in the world,. Some companies become expert in the use of these resources and abduction of the news, make the history of their brand. With the constant increase in alternative channels, yet the possibilities was never greater. If the Hilton Hotel Group in Australia Sydney Hotel for renovation closed, she donated all beds, flood and bushfire victims. Their act generosity has been reported in every news outlet. Similarly installed Procter & gamble on the same day were evacuated victims of the Tornado and flood able to help detergent cleaning up hundreds of washing machines with truckloads of tide back to their damage assessment.
Nike launches adidas
Apart from all good intentions for the moment, there is more to brand, the kidnapping that only full attention. Nike in the 2010 World Cup ads from adidas, ambush, the event were made the official sponsors of the world's leading football since 1970. Nike World Cup campaign showed three minutes sporting biographies of football superstars - their triumphs as well as her failure. The payout was phenomenal. In a few days the global football community was convinced that Nike actually official sponsor. Nike manages this prestigious status to reach without a single dollar to pay for, FIFA, the World Cup football.
So if abduction can be the messages passed hundreds of great opportunities consistent brands so powerful, how come from? It has of course little to do with the cost factor, nice to have paid out assertive action in the light of the fact, LEGO, Nike and P & G.
Capital growth on the instant is a familiar concept to someone younger than the shoulders. You have no problem with the implementation of ideas into action in a matter of minutes. You bat not with an instant celebrity. A universe where dropouts are billionaires and software startup companies dominate the market in a few months. Companies are on the other hand, far more circumspect. Their wheels turn much slower.
I am convinced that senior to focus marketing officer nothing more than would love the attention to your brand on every important event, but they are hampered by the inflexibility of the bureaucracy and politics of the Organization, so that they are not in a position to react immediately. This is somewhat ironic when you consider that the world faster and faster moving, but the corporate world seems to move slower and slower.
Strategy
So the question that remains as some companies have managed, their internal machines blow and successful brand kidnapped a look, while the majority is in get? You may find the answer to the wisdom of sixth century military strategist Sun Tzu. He wrote, "Before he is tackled won every battle". In other words, you need to win a war before it started.
P & g have learned, that the public company the largest consumers were packed expected to help society and as a result, they have a strategy in place for disasters before they actually happen. Their strategy can be activated in an instant. There is no need for endless internal disagreements, long legal processes and on-going to get into circles to last-minute Signoffs. The day disaster strikes, P & g can help enable the delivery of the tide, or what is always needed.
The LEGO story is slightly different but just as relevant. Their lesson learned the hard way back in the early 1990s: the company had unknowingly allowed a large distance between themselves and their core fans. If they rock bottom and threatened with bankruptcy, they realized that the most important asset, the company had, was his LEGO fans. In 2000 she began the power of the brand for this hard core group of users to pass. The result? You need to visit NASA and even Apple, only the headquarters of Google, and you will see LEGO everywhere. In fact, it was the fans who created the opportunities for Lego and not LEGO itself. Instead LEGO that role of mediator, help, their fans, the dreams into reality took to implement.
So should Roman God Jupiter, his LEGO-wife, while LEGO the its way to Jupiter, Juno and LEGO Galileo to make marketing people in the corporate world questions, what went wrong on earth within their organizations. Why manage not their brands to a ticket for the space secure? Now, the Juno spacecraft is expected to be in five years back, and should provide for, that even the sober in the corporate world enough time to dream their brand to the next journey to the stars hitch until a way.
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