Brave marketing, or brand buffoonery?
I’m not a huge fan of bad language. In fact, it’s a standing joke that my friends purposefully get potty-mouthed just to wind me up. So, when a piece of Direct Mail landed on my doormat with the word ‘pillock’ on the front cover, it caught my eye. In fact, I was a little offended at first.
However, it had done its job of achieving stand out, and I read on, smiling at the other much loved synonyms for stupidity staring at me, such as ‘nitwit’ and ‘buffoon’. But why was the quintessentially middle class, middle aged, middle-of-the-road brand Boden choosing this vocabulary for the front cover of their latest brochure?
The letter on the inside front cover from founder Johnnie Boden answered that question with humility, wit, bravery and mischievousness. He acknowledged that Boden had lost its way in recent years, and had forgotten the brand’s core identity, values and beliefs. In attempting to grow, Boden had become distanced from what its customers loved about it, and sales suffered. This DM was the CEO’s mea culpa, proudly announcing a new collection that takes Boden back to its roots.
When so much marketing is vanilla, and commercial imperatives bake risk aversion in to strategy, this honest admission was a refreshing change. Brands want loyal customers, and loyalty is grounded in honesty. Honesty needs truth – even if that means holding up a hand and admitting ‘we got it wrong’.
Brand truth – and so, brand honesty – should be at the root of your brand difference. Well done, Boden…honesty goes a long way!
