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Creativity within brand continuity
9 Jul 2002
Remember the story about the Leopard that never changes his spots? People often use the analogy to describe others with bad habits. It seems that there are leopards with good habits as well.
This idea of continuity and delivering the same level of great performance time after time has been used to great effect by Mercedes-Benz.
A recent print ad has their 4x4 racing through mud out in the bush somewhere. The mud splatters form a pattern just like the leopard's skin.
The copy is specific and to the point. "The fastest dual range (permanent 4 wheel drive with low range) ever engineered." This tells us that there is focus on outperforming the competition.
The leopard analogy suggests that this has always been the case. That Mercedes-Benz are simply repeating a powerful picture of excellence and great performance.
This cannot but attract the customers that pride themselves on consistent performance ahead of the pack.
Old ideas can be reworked and still pack a big punch. This ad for me is a great example of being creative but remaining within the core concept of what the brand is all about.
About Richard Clarke
Richard Clarke founded Just Ideas, an ideas factory and implementation unit. He specialises in spotting opportunities, building ideas and watching them fly. Richard is also a freelance writer.
