How Do You Build a Brand That Lasts?
Jennifer Sey — CMO, Global Brands, Levi Strauss & Co.
The average brand lasts 15 years, Levi’s has been around for over 150 years. Their advertising mission is to capture and tell stories everywhere. Jennifer Sey discussed what brands can learn from Levi’s longevity as the “youngest oldest brand in the world”:
- You tell stories about your brand that has meaning and you create the conditions to let people tell their own stories
- It’s not just about data and media placement, you need to look at the artistic side that creates yearning
- Create more fans, create more stories by being at the center of culture while also being at the forefront of things (e.g. V&A museum, Super Bowl at Levi Stadium, SXSW)
- Leverage your heritage. The jeans themselves bear the markings of life, the shape of the body, the memory of adventure. Stories are relevant because they are about the time we live in
- While the ads are considered really important and drive reach, it’s now a small part of Levi’s mix. There’s more focus on music and sponsorship. However, ads still undergo both quantitative and qualitative copy testing. Prioritize on producing creatives with story, rather than just product attributes. Ads with great stories have the opportunity to last
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