Continued

2 Living Brands

Based on a passion for understanding consumers' lives and their existing needs, living brands use consumer collaboration strategies and local relevance to create a culturally evolved, emotionally engaged, and holistic connection to consumers. Characteristics that embody this trend:

• Connection through everyday surroundings. Artist Krolina Sobecka’s Wildlife installation at the ZeroOne art festival in San Jose, Calif., featured an image of a tiger projected from a car onto buildings the car passed. The tiger ran in sync with the speed of the car, making stationary movements when the car stopped. Other animated animals appeared when the car was approached. Though the installation was for artistic purposes, the concept can be applied in ways that drive traffic to stores or promote products or brands.

• Celebration of the individual. Described as a mobile, interactive coffeehouse, gallery, and performance venue rolled into one, the Starbucks Salon pop-up store traveled across the country in 2006, spending nine days in each location. This new twist on the coffee giant’s regular coffee chains intends to show that the Starbucks brand is not only a coffee retailer, but also a live, organic exchange between corporation and individual..

• Outside-the-box approach to commentary. Direct customer feedback is key to nurturing a brand’s live connection with consumers. Taking this concept to a new level, JetBlue Story Booth allowed customers to step inside a kiosk to share their personal experiences with the airline. The stories were recorded and the testimonial later posted on the JetBlue web site, where customers can view the entries and further interact with the JetBlue brand. The kiosk made week-long stops in cities across the United States in 2006.

• Empowerment and inspiration. Second Life, the online virtual world launched in 2003, has firmly established its place in society. Retailers now employ real-life individuals full-time as shop assistants to serve the virtual population of more than 6 million. Second Life currency can be exchanged for real-life dollars, and one realtor became a millionaire from sales of virtual real estate.

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