SULÉY Group is not just another marketing or creative agency. We are a team of researchers specializing in a deep study of consumer behaviors and the relations between consumers and brands. The easiest and most understandable way for consumers to relate to brands is to associate brands with human characteristics. That way consumers build a solid emotional association on what a brand means to them, how it makes them feel, what other people may think of them wearing, eating, driving a brand. These emotional associations build brand loyalty and human connection to a brand, so that consumers begin to treat a brand as an extension of their selves, a friend that they can always rely on. They say “I love Chanel,” I am Chanel. A Chanel tattoo on a visible part of the body—a neck or arm—becomes a “tribal” identity symbol saying to the world that he/she belongs to “Chanel tribe,” and those who don’t have a Chanel tattoo can’t really be fully recognized as Chanel devoted fans. Google “Chanel brand body tattoos,” and you will find thousands of images of people who have tattooed their bodies with this high-end designer brand. The Chanel eyewear advertisement promoted body tattooing in their original 2006 ad campaign eyewear:
Chanel/Campaign: ad campaign eyewear/Model: Raquel Zimmermann
Season: 2006 F/W - Fall Winter
Brand Identity for Starters
by Yuliya Suleymanova | Brand strategist and Founder of SULÉY Group