We relate to brands much like we relate to people. Some enhance our personal image, some we feel indifferent towards, and yet some we would never want to be associated with. And we make a mistake if we think this only applies to B2C brands. Research show that the more complex and the higher the economical risk is, the more likely we are to be influenced by our emotions when making a buying decision. And even more so for B2B.
This is why my main focus in my brand strategy work is usually the brand personality. Getting to know it internally to form a mutual agreement, and then making sure everybody in the organization live and communicate this personality to the people on the outside (and new people coming in).
Some brands take this a little bit further. In a former bank in Stockholm, in a space called "Absolut Atelier", the brand
Absolut Vodka moved in last November. It's said to be the home of the vodka brand, would it be a person. This is a place where the brand hosts creative workshops, bartender courses (Absolut Akademien), gala dinners and social interactions between employees, partners, media, creative collaborators and ambassadors of Absolut "in the true spirit or Absolut Vodka" (
Bartenders Choice). I guess this is proof of concept of the Absolut philosophy: "Doing things differently leads to something exceptional in an Absolute world."
So, what does the home of the Absolut brand person look like? Anna Kamjou, Global Design Director and Björn von Matérn, Global Director Absolut Brand Education, describe how contrasts has been cruical in the eclectic miljeu, decorated with avant garde design mixed with cosy seating arrangements in the library. With its long history of artists creating Absolut art for advertising, this art is also an element present.
Absolut Atelier will stay open until November 2011 (who knows where the brand person will move next). Perhaps there is time to get invited for tea and get to know the Absolut brand person.
