THE CORPORATE MULLET

We were in one of our favorite restaurants, Yats, today discussing the merits of a diversified web branding and marketing strategy. Here's how it went down. Think of the approach like a corporate mullet - business in the front and community party in the back. Specifically the main website has to cater to diverse stakeholders, internal and external customers, and so on. It needs a certain look and voice - all based around the central nuggets of the brand including the key messages. However, if one of the key customer groups within this brand is young, educated women 25 - 34, then building a strategy that emphasizes community - while emphasizing the key brands in a media-appropriate manner makes perfect sense. If you're familiar with Dr. Henry Jenkins and his book Convergence Culture, then you know that trans media experiences are part of deeply pervasive brand cults such as Mini Cooper, Apple, The Matrix, and even back as far as Casablanca.

If you're taking a deeper look at your brand - think of it this way. Would you act the same way in a boardroom as you would in a bar? Your core values will remain the same but your message will be situation specific. It’s the same thing for your brand!

- Duncan