Noriyoshi Tsugama’s Post

Anyone that has been around me the last 7 or 8 months will undoubtedly have heard me bang on about Charlie Di Placido & J Lloyd’s directorial masterpiece for Jungle’s single “Back on 74”. The music video has been trending almost constantly on social media since its release. The good folks at my old stomping ground, Gap, have collaborated with the original creative team and Jungle for their Spring “Linen Moves” campaign to harness the power bottled up within. Leveraging popular culture, especially in this case through dance, Gap taps into a universal language that transcends demographics. Dance, with its inherent ability to evoke emotion and foster a sense of community, was always the perfect vehicle for Gap to deliver its message. The collaboration lets Gap once again embed itself within the fabric of the zeitgeist, reinforcing its brand identity as fresh, dynamic, and inclusive. A triumphant return to form for them after a few years of ‘same same’ look and feel ads. This ad is the bullseye on the target of brand advertising. Q: How many messages in an ad are too many? A: One... The essence of brand growth lies in the ability to maintain relevance while continually expanding reach. Gap's strategic (increase in?) advertising spend is not merely about visibility; it's about creating a deeper connection with consumers. This campaign exemplifies how investing in broad-based, culturally relevant marketing can elevate a brand's presence in the consumer's mind, and in turn, reach those all-important lite buyers, that in turn are the bricks that market share is built on. All while not even mentioning one product, price, or service. Gap's reintroduction of dance into their advertising is not just a nod to the past but a strategic move to connect with both long-time fans and new audiences. This campaign effectively bridges that gap between heritage and modernity. It showcases how entertainment, when aligned with how customers already see your brand, can amplify your appeal. If you have any doubts, just check out the flood of positive comments on Jungle’s YouTube post (link below). This year's Super Bowl in the US and Christmas ads here in the UK are a who's who of recognisable faces linked with brand. However, Gap's campaign could very well set new benchmarks for how brands approach marketing in the fashion industry and beyond. Directly embracing the look and feel of the very art they are recreating is a powerful way to leapfrog into the hearts and minds of the very audience you seek. Gap’s masterstroke here is that they know how their customers already see them; and they linked to culturally relevant source material that shares the same DNA. Let's face it, Gap could have just slapped a logo on the original music video and we would have believed it. But now they have ownership. I’ll be watching Gap's market share creep up over the next few months, and I can’t wait to see more of this. https://lnkd.in/epz2955k

Halimi Law and Tax It is found very often among the tribes of the Tupi language or among those who were under Tupi influence. Several versions come from the Amazon basin: Tembé, Tenetehara, Tapirapé, Shipaia. Others from the Chaco and northeastern Bolivia: Choroti, Tapiété, Ashluslay, Guarayu. This myth is also known among the Botocudo (Nim. 9, p. 11 f.) - as well as among the immediate neighbors of the Bororo: Bakairi and reno. From Guiana to the southern regions of North America it is often encountered, but in a modified form, since the na of fire theft is missing and is replaced by the predation of a vulture, whose vigilance the hero overcomes by taking on the appearance of carrion (cf . e.g. Impson, p. 268 ff., as well as the general discussion by Koch-g1, p. 278 ff.). Here are three Tupi verses to illustrate the myth of the origin of fire:

How branding and purpose can truly work together !

The creativity that sonic branding can infuse in your brand identity is already awesome enough in and of itself - but this work from RNIB is a really wonderful slant on why it can also be really important, so no matter how someone engages with the world, they can connect with your brand in a meaningful way 🫶 #accessibility #sonicbranding #branding

Incredible work again by the RNIB on making things accessible. A brand is not just a logo or a name. A brand is so much more. Tech companies are usually very good with audible branding. How easy is it to recognise Nintendo's switch advertising from just the click sound alone? Or PlayStation's from their audio name. The list goes on with companies like Intel Corporation and Microsoft Xbox Series X. What is different here is how it includes voices from across the community and makes everyone hear and feel part of the brand. How the branding is not just for the "logo" but has been created to go across the different channels like bending templates normally would. This is beyond "just a logo" approach to branding. Can't wait to hear more of this branding.