How do you take a brand pretty much everyone in the civilized world knows and re-brand it after no one’s touched the brand for 20 years?
Visa has recently taken on that challenge. They replaced "Everywhere you want to be" with "Life takes Visa".
What I found most interesting was – they have made the web and digital media the focus of the new brand roll out. In Waiting for Your Cat to Bark, Bryan and Jeffrey Eisenberg talk about how, for many companies, your website will be the centerpiece of your marketing strategy. Visa appears to have recognized that as well.
A recent OMMA article discussed Visa’s new marketing efforts:
The heart of Visa’s new online effort is its microsite, LifeTakesVisa.com. The site hosts about 60 video vignettes (each 60 seconds or less) that feel like well-made home movies. The spots, scattered to look like a collection of Polaroids, illustrate that life takes courage, dads, poets, remedies, spontaneity, trust, and more. Viewers can e-mail the clips to friends. It’s a simple concept–post a bunch of videos and invite people to send them to one another–but it’s attracted a lot of attention.
So how does this online marketing/branding effort impact women?
I found one vignette that was particularly powerful (and funny) in reaching women. A guy is at his computer on the phone with, you assume, a tech support person. The person on the phone is walking him through how to fix a problem. He’s struggling but is able to solve his problem. He finishes the phone conversation with, "thanks honey, I’ll see you at home soon." I love this because there are a lot of guys who have wives who are more computer savvy than they are. Kudos to Visa for recognizing that.
There are some problems with the effort. As others have pointed out, there is no call to action that would tie viewing these video snippets with an action that would take you closer to the brand. Yes, you can email a friend, but there’s no conversion action that lets Visa know you are one step closer to actually taking an action that could end up with Visa making more money. (other than a virtually invisible link to the main visa website)
It will be interesting to see how Visa’s efforts to re-brand itself turn out.
Is your website a centerpiece for your brand? Are you creating content that smashes stereotypes and endears you to your female customers?