How To Mobilize Your Brand: Part One


These days, telephone service providers, are not the only companies gone mobile. From the use of wrapped vehicles by recording artists or their labels to IKEA’s mobile bedroom display on wheels, companies are realizing the benefits of making their brand both portable and engaging.

Different from traditional forms of media like a marquee, billboards, radio, television, and print publications, mobilizing a brand is a two-part (A and B) approach to remaining both relevant and salable in a technology-driven marketplace. In addition to using traditional forms of branding, mobilizing a brand is a vital investment.

The A approach to mobilizing a brand involves using an abstract platform to generate interest in a product and/or physically engage end users with a brand. People and objects draw attention to a brand as do motion, sound, and scent. IKEA’s use of mobile rooms complete with live models for example, provides eye-catching interior design ideas to prospective customers especially during peak drives times.

The B approach to mobilizing a brand involves making a brand transportable via laptops, iPods, PDAs, gaming consoles, cell phones, mass transit and, more ingeniously, widgets (software modules shared on social networking sites).

A healthy balance between the two can increase brand awareness, which if effective, will convert to an increase in sales.

One industry that has a handle on mobilizing brands is the fashion industry. Driven by advice from notable fashionistas, and changes in styles seen on favorite celebrities, consumers are easily convinced to invest in the latest fashion brands.

While placing fashion brands on ever-moving body parts does the industry well, in between trade and seasonal fashion shows, designers maintain interest in their brands by reiterating concepts via print and virtual ads. In-store video monitors and music at retail outlets further define brand experiences.

U.S. retailer, Metropark incorporates the (live) DJ element of Hip Hop to stimulate the buying experience for shoppers. Other accents? A cooler with drinks for parched shoppers, leisure seating for shot-gun shoppers (people who come along for the ‘ride’ but don’t shop), and picture this, video screens in fitting rooms replete with commercial displays, which stimulate buying senses to the nth degree.

According to Metropark, the store is the “decisive lifestyle-shopping destination for today’s trend setting young adults, blending fashion, music, and art to offer a rare and inspiring shopping experience.” In a modified form, fans of the brand can repeat their in-store experience and love for fashion, music, and art online.

What sights, sounds, scents, colors and concepts and even tastes and feelings are unique to your brand? Use each element to create an unforgettable mix or experience then put them in motion!

Make sure you read How To Mobilize Your Brand Part: Part Two to learn more.

By Guest Contributor: Isha Edwards
Isha Edwards is an idea catalyst and brand marketing expert who empowers individuals and organizations to profit and to excel. Known for her practical, insightful counsel, Isha’s reach spans 12 industries. Connect or contact Isha via

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  1. By How To Mobilize Your Brand: Part Two on August 18, 2010 at 12:37 PM

    [...] Check out How To Mobilize Your Brand: Part One to learn [...]

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