Itsu has transformed its marketing approach by leveraging the viral appeal of internet personalities such as Ronnie Pickering and the Wealdstone Raider. Jack Colchester, founder of Block Report, emphasizes the importance of brand saliency over brand image, urging marketers to prioritize genuine engagement. In doing so, Itsu reconnects with audiences who are often unaware of its presence. By embracing the quirky and authentic nature of internet heroes, the brand successfully creates memorable content that resonates within modern digital culture, thus increasing its visibility and relevance.
We pray at the altar of brand saliency over brand image. Marketers spend too much time obsessing over what people think of their brands and not nearly enough time accepting that most people aren't thinking about them at all.
We've got to find ways of generating more brand saliency, and worry less about the reams of strategy decks and brand image.
Block Report's innovative approach has successfully reinvigorated public interest in Itsu by leveraging the authenticity of internet heroes who resonate deeply with audiences.
The recent campaigns have embraced cultural moments by integrating iconic internet characters like Ronnie Pickering and the Wealdstone Raider into the brand narrative, creating memorable and shareable content.
Collection
[
|
...
]