Embrace your fanbase, not chase popularity
In the ever-evolving world of branding, standing out from the crowd is no easy feat. However, some brands have managed to carve their own unique paths and achieve sustained fame by adopting unconventional strategies.
One such brand is Adidas, which has built a long-term successful fan base through a strategic approach that involves continuously testing and optimizing marketing campaigns, particularly on platforms like Twitter, and actively building personal connections with customers. This approach has helped the brand maintain its brand awareness and popularity over time.
Another key to sustained fame is having a clear strategic view of what a brand will be famous for and committing to that. McDonald's, for example, has achieved cultural peaks and collaborations across subcultures due to its sustained commitment to standing for something beyond being 'cultural wallpaper'.
The internet, with its vast array of content, has a particular affinity for those who do things differently. DuoLingo, for instance, grew on social media because it was doing something different, offering a unique approach to language learning.
But what about fandom and fame? It seems that they come from doing things differently too. Building a collaborative fandom and finding where your voice is needed unlocks the ability to do things differently, leading to sustained fame. A prime example of this is Snoop Dogg's partnership with Solo Stove, a collaboration that has garnered attention and admiration.
In today's media-saturated environment, unique, outlandish, and bizarre media is more likely to be consumed and remembered. Reactive moments, fast turn assets, and social-first humor can build to long-term fame when combined with a unique approach.
In conclusion, the path to sustained fame lies in finding and committing to one's own path. Brands that are willing to take risks, think differently, and engage with their audience on a personal level are the ones that are most likely to achieve lasting success.
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