The ongoing “Go Forth” campaign by Wieden + Kennedy for Levi’s has played an instrumental role in enabling the brand to reclaim its iconic status in the US within the last few years. In particular, the latest spot in the series exemplifies how brands ought to communicate with consumers today.
Rather than attempt to tell its own story, here Levi’s makes a conscious decision to tell the story of its customers. While admittedly a bold move, this strategy strikes up a more personal conversation with Levi’s customers. It resonates, it works, and here’s why.
Consumers today are all too familiar with brands hurling mass marketing messages at them, and quite frankly they are tired of it. They see through it like clear glass. Consumers want to know that brands understand them; their beliefs, desires, fears, and aspirations.
In a recent article marking the launch of the Best Global Brands 2012 Report, Jez Frampton, Global CEO at Interbrand, addressed this shift in consumer attitude and highlighted the new challenge for brands today:
“Today’s customers are skeptical, vocal, savvy – and have everyone competing for their attention… In order to succeed, brand owners must become more sensitive to the needs and desires of informed and discerning customers who demand high degrees of engagement – and consistency.”
With this “Go Forth” spot, Levi’s is boldly accepting the challenge. By cleverly integrating itself into its customers’ story, Levi’s is able to communicate in a way that connects, empowers, and inspires. Ultimately, this enable’s Levi’s to stand for more than just pieces of denim sewn together, but as Jez Frampton says, “a living business asset”, woven into the very fabric of its customers’ lives. Or better yet, as the narrator in the ad proclaims, “It’s the thread in your seams that’s tied to your dreams.”