The UK\u2019s\u00a0The Guardian\u00a0newspaper, renown for investigating and breaking the story of News\u00a0Corp\u2019sscandalous phone hacking practices, \u00a0is now solidifying its branding with an incredibly creative multi-platform brand awareness campaign.<\/p>\n

Using a children\u2019s fairytale as the core of the ads, the campaign presents\u00a0The Guardian\u00a0as a tireless, truth-seeking, investigative news medium that goes beyond traditional print. A\u00a0Marketing Week article<\/a>\u00a0explains the branding as a strategic move to help the \u2018paper become a revenue-generating machine across all digital channels \u2013 web, social media, mobile, print, etc.<\/p>\n

I think this a brilliant idea, and the execution is worthy of the \u2018paper\u2019s premium positioning. As consumers source their news from global media \u2013 New York Times, The Guardian, The Economist, et al \u2013 national flagship newspapers will be start competing more directly. Staking its claim now as the deliverer of fair and balanced reporting means\u00a0The Guardian\u00a0will have a strong market position for the battles to come.<\/p>\n

The reason this concept works is very simple. Branding is based on cultural archetypes, that is, universally understood symbols and representations that act as shortcuts to instant understanding. In the video, we see the Three Little Pigs \u2013 cultural icons of innocence, frailty, and victimisation \u2013 become insurance fraudsters and murderers\u00a0(is this perhaps a sly reference to News\u00a0Corp?). By turning the universally accepted on its head,\u00a0The Guardian\u00a0is positioned as seeing beyond the first impression, as ready to look beyond the obvious and the accepted truth, in order to find the REAL truth.<\/p>\n

Watch the video and read the Marketing Week article\u00a0here<\/a>.<\/p>\n

See The Guardian\u2019s explanation of its concept\u00a0here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The UK\u2019s\u00a0The Guardian\u00a0newspaper, renown for investigating and breaking the story of News\u00a0Corp\u2019sscandalous phone hacking practices, \u00a0is now solidifying its branding with an incredibly creative multi-platform brand awareness…(read post)<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"acf":[],"yoast_head":"\n