I’m working on an article about branding through experience. This may not seem like a new idea, but interacting with my colleagues in advertising, I know ad agencies still spend an inordinate amount of time on branding as a media exercise, rather than a people exercise.
I know of many examples from Virgin Atlantic to Southwest Airlines where the ads are not the major part of the branding. But I just came across this example I thought you brand-concerned readers would find fascinating.
It’s a cheap product that’s priced less than a cup of coffee. (So it’s not in the Starbucks league, even though that brings up an interesting sidebar on brand experience.) There is no celebrity association and no connection with sports. Or racing. Or Hollywood. Yet, it’s probably the first name you’d associate with when you hear ‘instant noodles.’
That’s right, it’s Raumen noodles! No, that’s not a typo. (Check the site here for the original spelling)
As for the ‘experience’ check this AP story. It's about how people stand in line for over an hour to get into the Shidome Ramen restaurant, in Tokyo, where a chef dramatizes the noodle preparation in front of an ‘audience.’
As for Virgin, I like how the ads play on the experience. Check the card-insert in Business2.0 designed to look like the passenger instruction card in the seat pocket. It’s a warning to Upper Class passengers recommending they not host pajama parties in the new, spacious sleep deck. You can hardly call this an ‘ad!’ Take a look at the sleeping section here! If I flew Upper Class, I'll want to party too!