In late August, The Centre for Brand Analysis released its 2011/12 CoolBrands survey, declaring these five brands the coolest of them all:
- Aston Martin
- Apple
- Harley-Davidson
- Rolex
- Bang & Olufsen
Since we’re living in the digital age and communicating more than ever via social media, you’d think these hotter than hot brands would be leading the pack in those arenas. But upon closer examination, we found that some are employing digital and social media strategies worth emulating, while mimicking others’ efforts (or lack thereof) might lead your company astray.
Aston Martin
In April, the luxury road-and-race-car maker launched Premium ‘Experience’ App for iPhone. The $5.99 application allows users to check in to locations using the phone’s built-in GPS, and its ‘Top Roads’ feature suggests world-renowned driving routes. The Launch feature lets users listen to the sound of their favorite Aston Martin revving up while watching a speedometer climb.
Apple
Apple’s attempts to translate its digital device success into social media prowess have been underwhelming thus far. Its 2010 launch of Ping (a music-centered social network within iTunes) was hindered by Facebook-integration failure, spam and other issues. Ping has received mixed reviews as a result, coming in at number 10 on CNN’s “The 10 biggest tech ‘fails’ of 2010”, whereas a September 2010 Wired article predicted Ping will eventually deliver MySpace its final death blow.
Harley-Davidson
Visitors to harley-davidson.com can download scenic wallpaper for their iPads or computers, and they can opt-in to receive email updates. The site also boastsRide Planner, a MapQuest-esque service customized for H-D enthusiasts. For its devotees on the road, the bad-to-the-bones brand offers a mobile website.
Rolex
Now here’s a company that seems to think it’s too cool for digital/social media school. Between 2009 and 2010, Rolex fell 42 points on the L2 Digital IQ Index, slipping from a “Gifted” classification to “Challenged”. The given explanation is that while its website is impressive, Rolex’s social media presence is virtually nonexistent. The luxury watch company failed to chart on the 2011 index. Rolex had better embrace the digital age and the advent of social media before time runs out…
Bang & Olufsen
For a while, this Danish electronics company appeared to be growing aloof and out of touch. But now Bang & Olufsen is attempting to reconnect with its customer base (as well as attract new customers) through its product lines and an ambitious digital marketing campaign entitled “What Moves You”. Launched earlier this month, the campaign features videos of noteworthy people sharing their love of experience, sound and B & O products. “What Moves You” content will be shared with consumers via the company’s website, social networking sites and a campaign mobile website.
