29 BRANDS Barclaycard
30 DAYS OF BARCLAYCARD Words By Neal Romanek
Groovy Gecko applies its live-streaming expertise to a campaign of live streamed shorts, featuring UK author and vlogger Giovanna Fletcher expanding her horizons with bikers, bakers, cricketers and dancers
that is just the first step in an expanding, apparently endless effort to become not just a business, but a brand, something that’s bigger than the sum of its commercial parts. Budding brands are looking to establish themselves as experts in their fields or are opening themselves to consulting and services that extend well beyond the products they sell. Companies now need to be prepared to quickly burst into adjacent markets and sectors and they need to be having an ongoing dialogue with their customers and building community. A brand stands for something. It produces an emotional response – a positive one in those who identify with it, a negative one in those who don’t. Video has proven to be one of the best platforms for building brands and for creating an identity around a business. London-based production company
Groovy Gecko has made a living boosting brands, especially through live, online video. Jake Ward, Groovy Gecko’s Business Development Director notes that even known brands are having to rethink their strategies for building around customer engagement. “Lately we’ve been seeing brands that you wouldn’t think of as being on social or as having a great social presence starting to use things like Facebook Live to engage their audience,” says Ward. “They realise their audiences are already there and just because they’re in a personal space – looking at photos from a party on the weekend – doesn’t mean they won’t engage with them. “Those audiences may be very small. When I’m talking to Nike, it’s millions of viewers, but for many it’s a few thousand. It’s still a valuable audience in both instances.”
JAKE WARD: Established brands still need to work hard to ensure they’re engaging with their customers
usiness isn’t what it used to be and the whole idea of what a business does is getting a radical rethink. The marketplace
is evolving so rapidly that businesses can no longer let themselves be defined solely by the products or services they provide. Hence the lure of the “brand”. A forward-looking business, in any sector, is looking to future-proof itself and that means looking beyond the products toward its position in the marketplace and its relationships with customers and partners. Most businesses are already on board with social media posting as being a necessary part of brand building, but
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