A Wren Says

Do you remember 2 Chainz? Okay, do you remember this little video he did when he visited the Jägermeister facilities?

I’m not going to lie, when I first watched it when it first came out, I chuckled. The juxtaposition of the man who wrote the line, “She got a big booty so I call her big booty,” the way he moves the world, and this brand was an odd combination to me. Now that I have matured, about as well as a batch as Jägermeister, I see the genius.

As I went down my journey to understand what makes a brand luxurious, I found a definition that included 5 qualities. One of them being a prestigious image: “[A luxury brand should] have a prestigious image within the market built on qualities such as artisanship, craftsmanship, or service quality”

But how can a brand go about communicating to potential customers about their artisanship, craftsmanship, or service quality. The answer: The Savoir-Faire video. Savoir-faire translates from French to mean “know how”. You can also get a quick refresher from this video from Louis Vuitton

Multiple well-known brands follow this video model where they demonstrate how they products are made. As they do so, they demonstrate the techniques that are used, the materials they have sourced, and of course the people who make it all possible. You can see how purses are made, the stitches that go into couture gowns, and the fabrication of all the other objects that come from the various maisons. However, that all comes from the perspective of the brand. When Jägermeister agreed to be part of the video produced by Fader, they were able to tell their story in a novel way and through much more curious eyes. 2 Chainz is unafraid to ask the questions that most laypeople would want to know. And beyond that he is entertaining. As someone who was unfamiliar with the brand at the start, I ended with a much greater understanding.

As you think about your own brand, or maybe just all the brands you come across, what are the unique ways that you can think of to communicate why you’re the best? How can you break out of the expected to tell your story to reach more audiences?