Sherpa’s CEO and brand strategist Gary Hendrickse explains why the Trade Ocean brand was ahead of its time.
Over the last year or so, brands have increasingly looked for greater meaning as people grapple with their new norms.
Decades before, two iconic brands emerged. Nike with Just do it and Apple with their defining campaign, Think Differently. They were way ahead of their time!
It was all about connecting with certain attitudes, behaviour and desires. Their brand positioning also gave a clue as to what they as companies were all about and this resonated with their audiences, creating association.
Just over 10 years ago, Trade Ocean emerged with Taking Ownership, taking its cue from the all-time brand masters.
Why does Taking Ownership have so much meaning?
Because it:
- Boldly makes a promise which means something.
- Says something about Trade Ocean and its people.
- Conveys something positive about Trade Ocean’s clients, building an association in a subliminal way.
How so?
Because whoever you’re dealing with has a responsibility to their employers which they take seriously. They see themselves as trusted leaders and as such, also taking ownership. This creates subliminal association.
Another strength of Trade Ocean’s brand positioning is that it can rally the team, creating a common thread in a wonderfully diverse company.
