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.com/dp daniel
Michael Liburd (left) and
Jon Daniel of ebb&flow
Photograph by ebb-flow
Jon Daniel, ebb&flow’s executive creative director, says: “The more akin to the world of fashion, to reflect Esposito’s clients’
key thing is insight into a brand and how it fits. What is the context lifestyle choices and values.
for this particular dialogue right now? How does your brand fit But lifestyle communication only works with a particular type of
within this landscape? You have to be able to communicate with client, ideally medium to large-sized corporates or the equivalent.
the audience in the media and channels that relate to them and First, because they are more likely to appreciate the limitations of
sometimes it may even be necessary to invent a way to talk to them.” the old-style, big-media approach in the first place. And secondly,
For example, he says, the advent of communicating via Facebook because they are probably mature enough to understand where
or Twitter has created a form of nano-branding where brands have to they want to take their company. And prescience, says Daniel, is
think about the power of their identity on small screens and invaluable. “You’ve got to be able to anticipate where your brand is
hand-held devices. And it is this kind of understanding that helps going.”
inform the branding approach. It is also where boutique firms, with Some would argue that brand building is an imprecise science that
their fresh approach, can often have a distinct advantage. comes with no guarantees, and question whether it is a bit of a luxury.
‘You have to be able to communicate with an audience
in the media and channels that relate to them’
A look at some of the projects ebb&flow has worked on is Daniel is unequivocal: “We see it as crucial. Why wouldn’t you
instructive. When Keep A Child Alive, Alicia Keys’s Aids charity, give business the best chance of success?” he asks, somewhat
wanted to launch in the UK it turned to ebb&flow, which created incredulously. “Why would you leave the look and feel of your
a campaign titled Lets Start a Virus to End a Virus, and they put a company, and how it communicates, to chance?”
mobile phone at the centre of the campaign as the “virus carrier”, Liburd simply points out that the facts are the facts: “We are
with the text messages acting as the virus itself. “The mobile phone, changing our social, political, cultural, environmental, technological
effectively became the billboard for that campaign,” says Liburd. and commercial landscape. From inherited localised communities to
When United Bank for Africa, one of the oldest banks in Nigeria, chosen like-minded communities; from political activism to consumer
wanted to launch their wealth management division in Europe, activism; from eco-apathy to eco-responsibility. Our lifestyle
ebb&flow created the right look, feel and language; and when communications approach and audience engagement strategies tap
Esposito, a US-based financial services company, wanted to rebrand into the heart of this new, ever-evolving digital landscape.”
their global presence, ebb&flow endowed them with a classic style, More info: www.ebb-flow.com
PowerList10_IS02_P106-107.indd 2 11/09/2009 21:04
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