How to build brand energy

🌈 Abstract

The article discusses the concept of "energy marketing" in the context of sneaker brand marketing and how it has evolved with the rise of technology and social media. It examines the case study of Charli XCX's album "BRAT" and how she leveraged this approach to build a successful cultural product and campaign. The article also provides insights and implications for brands on how to effectively implement "energy marketing" strategies.

🙋 Q&A

[01] "Energy Marketing" and the Evolving Landscape

1. What is the concept of "energy marketing" in the context of sneaker brand marketing?

• "Energy marketing" refers to the practice of "marketing to the pinnacle": creating high-priced, low-quantity products that are culturally relevant and desirable, and deeply activating the brand within influential city communities.
• This approach aims to reach the most influential and engaged consumers, leveraging their impact to drive broader adoption beyond the initial target cities.

2. How has the rise of technology and social media impacted the effectiveness of "energy marketing" tactics?

• The article questions whether the democratization of trends, culture, style, and fashion has diminished the value of a "pinnacle" product or initiative as a lever for brand-building.
• It also notes that in an era of shrinking budgets and performance-driven marketing, the case for building "energy" becomes more challenging within organizations, while the intangibles of what is "cool" become even more critical for consumers.

3. How has the role of "authenticators" evolved in the context of lifestyle branding?

• Authenticators have evolved from being straightforward tastemakers to providing a public service for buyers overwhelmed by choice, helping to validate brands and signal whether they truly understand their audience.
• Their alignments and endorsements can help contextualize a brand and validate it in real-time, serving as a two-way bridge between brands and discerning consumers.

[02] Charli XCX's "BRAT" Case Study

1. How did Charli XCX's approach to the "BRAT" project demonstrate the principles of "energy marketing"?

• Charli designed the "BRAT" project with its most committed community in mind, focusing on exclusive offline events and experiences to build hype and energy before the release.
• The project's rollout blended offline and online efforts, with Charli showing up in the spaces where the music was meant to be consumed, while also providing fans with tools for creative expression online.

2. What were the key elements of Charli XCX's successful "BRAT" rollout?

• High-touch, on-the-ground presence in the target communities (e.g., Bushwick, NYC) to build credibility and authenticity.
• Empowering fans to participate in the creative expression and amplification of the project through online tools and offline experiences.
• Maintaining a steady rhythm of content and updates to keep the online audience engaged and talking about the project.
• Embracing a lo-fi, participatory brand system that invited widespread creative expression and meme-making.

3. How did the "BRAT" project reflect the broader cultural and lifestyle trends in Charli XCX's target audience?

• The project was deeply rooted in the vibrant club and party culture of Bushwick, New York, which had become a hub for a new generation of youth seeking community, connection, and escapism.
• Charli's "BRAT" persona and the overall aesthetic of the project tapped into the meme-driven, self-aware, and humorous sensibilities of this online-offline subculture.

[03] Implications for Brands

1. What are the key takeaways for brands looking to implement "energy marketing" strategies?

• Design products and campaigns from the core of the community you want to serve, and be open to expanding the brand story into a lifestyle rather than a one-off product.
• Collaborate with co-creators and involve your target audience in the creative process to ensure adoption and amplification.
• Recognize the importance of "authenticators" who command both online and offline spaces, and ensure your brand is perceived as authentic and credible.
• Embrace a lo-fi, participatory brand system that makes it easy for fans to emulate and express themselves, rather than overly prescriptive branding.
• Focus on facilitating community engagement rather than trying to "build" community from scratch.