Brands are social constructs that exist in the consumer’s mind. It is something intangible, the feelings and thoughts we all have about a company, a product or a service. Strongest brands have been building their image throughout the years. They have been strategically intelligent enough to constantly evolve in order to suit changing market conditions.
The peak of a brand occurs when the image of the product itself creates a wealth of values and imaginary to customers. The product speaks for itself and there is no need for further explanation.
Chanel Coco Noir, 2013 ad
Lady Dior bag, Christian Dior, 2011 ad
McDonalds, 2013 ads
Family has always been part of advertising campaigns. While after the industrial revolution it was often portrayed to emphasize the traditional roles of each members, publicists are now playing on its representative and symbols. When family is still represented in a stereotypical way in more conservative countries, our occidental cultures make fun of representations. Even if, according to some sociologists, collectivitstic societies gain more succes with family advertisements, our reputably individualistic ones have begun to play with family symbols and the roles and hierarchy of its members.
Petit Bateau, a French apparel brand launched in 1920, uses family members from all ages to demonstrate that its multi-generational style remains timeless while Dolce and Gabbana plays with the imaginary around Italian traditions.
Tommy Hilfiger Fall/Winter 2011 campaign
Dolce and Gabbana Spring/Summer S2013 campaign
Dolce and Gabbana Spring/Summer 2012 campaign
Missoni Spring/Summer 2010 campaign
Petit Bateau 2011 campaign
Petit Bateau 2009 campaign
Aigle Fall/Winter 2012 campaign
Sandro 2011 Fall/Winter campaign