Brand Moves We Love

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SEEK U
  • by Jordann Ndoye

We pay a lot of attention to what brands are doing in the marketplace. Whether or not we've been part of the work, we are always interested in those who are pushing the envelope or those we believe align with our vision of humanizing innovation for the world.

These days it requires more than just being funny for brands to truly connect with consumers. They must tell a story, spark a discussion, make a difference, and/or speak their truth. We know that putting a stake in the ground is not only expensive, it can also be scary. We often work on initiatives that never see the light of day because it is easier to stick with the status quo than take a risk. We get it. So when a brand makes serious moves, we sit up and take notice.

I asked my co-workers to share moves made by brands that left an impression on them, made them think differently, or just downright inspired them. Some of the moves you may have already heard of or seen and some you may have not. 

This February, we’d like to spread some love by recognizing a handful of our favorite brand moves—we hope you love them too.

Brand: Kraft

Move they made:

  • Opened a "Kraft Now Pay Later" pop-up grocery location in Washington, D.C. to support families of government workers not being paid through the government shutdown. Kraft then ran a full page ad on the back of a Sunday Washington Post, encouraging other brands to join the initiative of playing past politics to support families.

Why we love it:

  • “I am exhausted by divisiveness and I believe that this move is a good step in showing that goodness and togetherness is out there at all scales. Things happen outside the control of most people that can have devastating effects on them and Kraft ‘put politics aside’ and relied on simple goodness and collaboration to be about something bigger.” -Jessup Smith, Research & Innovation Consultant


Brand: Barre3

Move they made: 

  • Reframed what fitness means by partnering with Headspace (a meditation app) and offered all Barre3 members a free one month trial with the intention of reminding people that mindfulness and believing that you have inherent strength is more powerful than changing the physical form of your body.

Why we love it:

  • “In the month of January, the one month of the year that everyone punishes themselves for not looking fit enough or not eating clean enough by spending gruesome hours in the gyms or starting detoxes, Barre3 decided to take a stand against the diet culture and did a month long campaign called the Barre3 January Challenge. This challenge is centered around the question: ‘What if success in fitness were about feeling at home in your body, just as it is in this moment’, instilling that ‘you are already enough.’” -Angie Phillips, Project Manager

Brand: Gillette

Move they made:

  • Released an ad with a new, relevant spin on their 30+ year old tagline of “The Best a Man Can Get.” You have probably seen/heard/discussed it already, but here it is for reference.

Why we love it:

  • “The move Gillette made is bold, risky, controversial and fantastic. The best a man can be is poignant to say the least. The arguments and backlash have no validity...because they are arguing against something that is not being suggested by the ad campaign.” -David Strasser, Master Storyteller
  • “I think it is so easy to have an opinion about what is going on, but I like that Gillette takes an empathic look on the root of the issue and provides (in my opinion) tangible ways to address the issue head-on. They are connecting with the consumers they serve but also are holding them accountable in a way that feels empowering.” -Kellie Coppola, Research & Innovation Associate

Brand: Two Blind Brothers

Move they made:

  • During the holiday season, they asked consumers to shop blind. Meaning, you tell them the amount that you want to spend, and they send you products - of which you have no idea what they are.

Why we love it:

  • “I learned about twoblindbrothers.com because my oldest nephew has Stargardt's disease. I thought it was a really creative move to use their products to promote/help with the disease. It was similar to a ‘Toms Shoes’ approach - where no one has ever really done anything like this.” -Zak Renzetti-Voit, Director of Client Engagement

Brand: Tiffany’s

Move they made:

  • Recently kicked-off a program that identifies for customers the country where their diamond was mined and provides information on where it was cut, polished and set.

Why we love it:

  • “I love the move by Tiffany’s to cite where diamonds come from. I think it’s critical for them to be relevant to younger generations. Especially given concern of the dark side of that industry. They’ve got to be above board, ethically sourced.” -Krissy Little, Senior Brand Strategist

Brand: Netflix

Move they made:

Why we love it:

  • “The brand was not afraid to create content for audiences perceived to be too niche, and instead successfully set out to offer a wide range of entertainment.” -Marcus Hill, Research & Innovation Consultant

Brand: Starbucks

Move they made:

Why we love it:

  • “Not only is Starbucks working to better serve its deaf customers, but this will also open up opportunities for deaf and hard-of-hearing employees. I'm hopeful that this signing store is only the first of many in the U.S.” -Sophia Schlachter, Senior Project Manager

We know there are more brand moves to love and we'd like to hear from you. What have you noticed, what has stood out, what are you loving? Email me at jordann@seekcompany.com or be part of the discussion on LinkedIn!