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The 31st Annual Midsouth Regional Emmy Awards were held Saturday, January 21, in Nashville, TN. The Levine Center for the Arts spot, #LongLiveArts, created by Orbital Socket and produced by Priceless Miscellaneous won the Promo Spot/Image category. #LongLiveArts is the marketing campaign Orbital Socket developed to promote Levine Center for the Arts. Located at Stonewall and South Tryon Street in Charlotte, NC, this cultural center includes the Bechtler Museum of Modern Art, Harvey B. Gantt Center for African-American Arts+Culture, John S. and James L. Knight Theater, and Mint Museum Uptown.
“There is a critical need to identify the real meaning and value of museums to the community and the individual,” says Hillary Cooper, Director of Advancement & Communications at The Mint Museum, representing Levine Center for the Arts. “By combining forces, Levine Center for the Arts does a great job at creating these vital and rich cultural experiences that can’t be missed. It’s a collection of Charlotte’s art, a symbol of pride.” “We wanted to create a video that showcased what you will experience at Levine Center for the Arts,” says Greg Johnson, Managing Director at Orbital Socket. “The video itself had to be a piece of art, which I think we successfully achieved. It’s quite stunning.” You can learn more about the #LongLiveArts Campaign here. Or, click here to learn more about how Orbital Socket can grow your business by leveraging modern approaches to build engaging customer experiences.
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 Here are a few branding rules that have been helpful to us at Orbital Socket. These are some rules that come out of our expertise around creating strong brands and that have helped many companies see what’s possible. So, here are our rules:
1. Seek out strong insights – A strong brand beings and ends with great consumer insights. It’s not about what we want the brand to be and how we want it to connect, but it’s about who they (the consumers) are and where are they going. How do we effectively identify key insights that will unlock their willingness to become aware of and eventually engage with the brand. There has to be an ongoing ferocious commitment to learning about the consumer. 2. Develop a distinctive positioning – There has to be clear, distinguishable positioning that brings a clear and distinctive point of view to the marketplace. It should be clear and distinctive (did I say that already?). 3. Define invigorating touch points – The strong brand positioning should fuel perspective around how the brand can become “touchable” or accessible by the consumer. They should get it and want to get to know it. Defining the touch points that align with where they are going is essential. 4. Create a powerful experience – Creating experiential touch points is essential. As marketers, we are in the experience business and must make sure that all that we are doing works hard to create emotional connections to the consumer. Remember to seize opportunities to surprise and delight the consumer. 5. Infuse brand within your culture – Make sure that everyone on your team fully understands and embraces the brand. Your best ambassadors work for the company. There are many rules about branding that many people have proclaimed over the ages, but these rules seem too particularly important in this modern marketing age. They serve as guides for us as we help companies see what’s possible for their brands and bring them to life in new and powerful ways. |
AuthorGreg Johnson, Managing Director-Orbital Socket Archives
May 2019
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