Brand icons have made a comeback in the world of marketing, but in a transformed and amplified manner. Today, brands are utilizing technology and activations to magnify objects in multiple forms as part of their omnichannel communication strategies. These iconic symbols represent a brand’s identity, codes, and values, manifesting themselves in both real and virtual scenographies.
So, what gives an object the status of an icon? Typically, it is associated with a unique and identifiable brand image that leaves a lasting impression over time. These objects go beyond their transactional functions to become works of art, sources of fascination, and emotionally charged experiences. They are key components of global marketing plans aimed at creating virality and leaving a lasting impression.
The boundaries between the real and the virtual are becoming increasingly blurred. Iconic objects are now centerpieces in physical settings and imagined environments, where the audience searches for differences. For example, Jacquemus’ Bambino bags are circulating in different locations, with some being real and others being digitally created. This strategy, known as FOOH (Fake Out Of Home), attracts attention on social media and triggers virality. Similarly, Marc Jacobs installed an actual inflatable bag in New York City, creating a surrealistic backdrop.
Iconic objects are also featured in artistic scenographies. Louis Vuitton trunks, for instance, are showcased in advertising campaigns and at Art Basel. Maison Ruinart collaborates with artists to transform their packaging into works of art, symbolizing the brand’s commitments and savoir-faire. Maison Dior takes the transcendence of objects to an artistic level by displaying them like masterpieces in La Galerie Dior and in the Dior J’adore exhibition.
Furthermore, iconic objects are becoming augmented, taking on a gargantuan dimension and being deployed across various touchpoints. Brands such as Jacquemus and Prada create immersive experiences through larger-than-life installations and adaptations of campaigns on social media. This blending of genres and the use of technology contribute to the augmented aspect of these objects.
Elevating an object to the status of an icon requires a strategic approach and an understanding of consumer expectations. Luxury image agency WANDS Paris assists brands in elevating their flagship products through identity work and aspirational functions. They provide tailor-made strategies to amplify object communication on different platforms and in various formats.
In conclusion, brand icons are making a comeback in a transformed and amplified manner. Through strategic deployment, these objects transcend their transactional functions and become works of art and emotionally charged experiences. Technology and activations play a crucial role in magnifying these iconic symbols and creating immersive and augmented experiences for consumers.
Links:
– Art Appreciation in Luxury Marketing
– Brand Icons: Their Power and Misuse
