Imagine if you organised your own birthday party and nobody turned up Once youd recovered from the shock to your ego, youd probably start asking yourself and your so-called friends a few tricky questions, like What did I do wrong and What shall I do with all these balloons
Its the same for brands. There is a danger of focusing so hard on their corporate message when they reach a milestone year that they forget to think about what their friends or audiences in marketing terms might actually find enjoyable or interesting. So a great deal of time and money can be spent without any discernible positive effect, let alone return on investment.
Huge brands have enough expertise, influence and budget to ensure that they get this right the skyscraper 125th anniversary Coke bottle and Disneylands Paint the Night parade are good examples of making an international fanfare as well as giving millions of people something fun to talk about. But few brands can afford that level of investment or have sufficient global stature to get away with such bombast.
So how do you make the most of the opportunity that a significant birthday offers
(1) The past is another country
you did things differently there. This is interesting, but only to a point. Wallowing in nostalgia is rarely compelling to anyone other than those who were there. By all means celebrate the journey and acknowledge those who contributed to present day success, but make sure it’s relevant to your current audiences.
This can be a chance to expose deep brand roots that have got a bit mossy over the years; or to send out a reminder of a brands originality and authenticity in a market crowded by copycats.
Vola
Volas Arne Jacobsen tap genuinely deserves the title “design icon”. Its simple lines and peerless engineering set a new benchmark – and were inevitably copied far and wide, with all the usual compromises on design and quality.
So when Vola reached its 40th year, the team there asked us to create a piece that would, in the companys own subtle but straight-forward Scandinavian style, remind everyone that it was the first and still the best.
The brochure we designed reflected this confident attitude in its design, tone and imagery, as well as showcasing Volas thoroughly modern take on future innovations.
(2) Share the love
Theres nothing new about brands wanting to be “loved” by their audiences. But it’s a two-way street and anniversaries are a great way to keep the love traffic flowing. By tapping into what people love about you and then giving it back to them in spades on special occasions, brands demonstrate understanding and generosity.
Selfridges
When Selfridges reached the grand old age of 125 in 2009, they realised that shoppers had taken a liking to their distinctive Pantone 109 yellow bags. So they turned everything yellow for a whole month, from window displays and building atriums to actual products in the store Converse trainers, Blackberrys, Coke bottles. Cue reams of valuable PR and a warm fuzzy feeling for everyone.
Curious about how Glyndebourne and Aston Martin celebrated their anniversaries Find out on the next page.
(3) Up the ante, not the budget
It doesnt have to cost a lot of money, or require months on end of strategic meetings, to have an impact. In an anniversary year, it can simply be a matter of taking one regular activity and giving it an extra bit of sparkle or fizz.
Glyndebourne
In Glyndebournes 75th year, they wanted to do something different to mark the occasion and create a sense of specialness with a limited budget. So we took their usual annual mailer and gave it a celebratory twist, incorporating new behind-the-scenes imagery and some foiling and embossing to the covers. It felt distinctive and generous, just like a birthday party should.
(4) Stay special
Luxury brands in particular face a dilemma when it comes to celebrating an anniversary. They can go all out with VIP parties, glossy books, limited edition new products and huge public events or they can do what Aston Martin did for their centenary in 2013 and do all of that and more.
Aston Martin
Aston Martins appeal is far-reaching, considering the very limited number of people who actually own one of the cars. Thanks to the James Bond franchise and a very considered approach to how they market their brand, Aston Martin manages to be universally known and loved whilst retaining its elitism.
This unique balancing act was reflected in their celebrations. The central focus was a public event in Kensington Gardens, at which one hundred iconic Aston Martins were on display (by special invitation to their 100 different owners), including Formula One cars, 007 cars and, importantly, concept cars for future launches. We also produced a limited edition, collectible book that was packed with content that Aston Martin fans crave racing history, rock and roll, cinema, style and innovation and is the only single repository of so much Aston Martin history and insight ever produced.
There was a commercial imperative too. So we asked their affiliates, such as jewellers and insurance companies, to buy space in the book. The brands premium position was never compromised by their desire to share the celebrations with the world; if anything, it helped reinforce it.
(5) Say please and thank you
We all know that good manners go a long way in getting people to like you. This applies to brands trumpeting about their longevity too. Nobody achieves success alone and it is critical to acknowledge who contributed, otherwise you risk accusations of smug corporate back-slapping.
Staff, benefactors, funders, shareholders, suppliers there is always a great raft of people who have helped businesses and brands clamber up the ladder, so always make sure that you thank and reward them.
That could be a simple as throwing a genuinely nice party at a venue that isnt the fifth floor boardroom or the pub around the corner. Or it could be producing a genuinely nice gift for everyone that isnt a pen with a logo on it or a desk diary. Be imaginative and think about how you would like to be thanked and rewarded, because thats what manners are all about.
(6) Enjoy yourself, it’s later than you think
Finally, a celebration is meant to be fun. Fun sounds flippant and shallow but when reframed as pleasure, enjoyment and celebration it gains weight and depth. Both of which are priceless assets for any brand.
Whether it’s a not-for-profit fighting global injustice for a century, or an independent coffee shop celebrating its fifth year at the forefront of flat whites, every anniversary is a chance to blow up a few balloons, eat some cake and say a resounding “well done everyone”.
Cathy Stuart is strategy director at Identity.
