Readers are dying to know: (a) was Lairig Marketing hacked yesterday and (b) what exactly were Jerry and George trying to say?
(a) Yes. Somehow Larry David stole our password and posted a little Seinfeld skit about Evian’s new microsite – “Evian. The Source.”
(b) Although Jerry and George were harsh in calling it “a site about nothing,” here is their point: branded content should be on brand.
Branded content is a good thing, generally. It is a 180-degree turn on the God-awful user-generated content we have trashed in a million prior posts. It is supposed to be words, pictures, video, etc., that a brand presents to the marketplace in hopes of deepening its relationships with customers. Anywhere along the marketing funnel.
A root word within “branded content” not to be overlooked, though, is BRAND. Meaning, the content a marketer presents should have a very identifiable connection to what the brand stands for, how it is positioned.
In Evian’s case, the idea to develop a site experience around “wonder” is laudable (and it hopefully gets a thousand web designers off their collective ass to vastly upgrade the look and feel of sites all across the Interwebs), but it is nothing that Evian has talked about before.
The Evian brand has long been positioned around its “pure and mineral-balanced water” and how it supports a body’s youth. Over the past several years, that has been manifested in the “baby” theme. Roller babies, the baby inside, baby dance, etc. Evian’s YouTube channel is even titled “Evian Babies.”
“The source/wonder” initiative comes a bit from left field. It could have just as easily been a site about “magic,” “dreams,” “the quest,” “progress,” etc. And it could have been brought to you by any of ten-thousand other brands. As Jerry intimated in yesterday’s post – this just as inconsequentially could have been from Pepsi.