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TV / Video
Wistia’s Brandwagon is perhaps the perfect definition of "on brand."

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GREGG
BLANCHARD
       

I’m big on video and I’m big on series. So this week I’m sharing a few of my favorite serialized, non-ski video campaigns to (hopefully) inspire more in our world.

Earlier this year, video hosting platform Wistia released what I still consider one of the most clever campaigns I’ve ever seen.

Titled “One. Ten. One hundred.” this series, at least from my perspective, took a budding Wistia brand personality – creative, fun, helpful, etc. – and solidified that tone in a way I had never seen happen so quickly or so well. The trailer is below and here’s the link to the series.

If you haven’t been sucked into that series yet, hold on. There’s more.

Brandwagon
On the heels of that series came another; Brandwagon.

Brandwagon’s premise is interviewing smart people who have built incredible brands, is not uncommon. There are dozens, if not hundreds, of similar podcasts and video series and blogs based on the exact same concept.

So how do they stand out? By sticking to their brand

First, it’s creative.
Like a higher-end podcast, they don’t just launch right into the interview, they weave other stories (like their studio, their quest to buy and customize a “wagon”, etc.).

Second, it’s fun.
They don’t take themselves too seriously, and they give you permission not to either. But notice how well done the humor is. This is something resorts try frequently, but nail rarely.

Third, it’s helpful.
It’s not just about a person’s story – although it is – and it’s not just about a quirky talk show in spare office space – although it is – Brandwagon is about teaching people. Teaching people how to make great brands.

On Brand. One Level Deeper.
Remember how I started with saying “One. Ten. One hundred.” set the brand voice? Notice how neatly the tone of Brandwagon picks up where the last let off.

That’s a brand that knows who they are and invests heavily in people with the skills, personalities, and resources to live that voice in every minute of every piece of content they publish.

Teaching the lessons they want to share as they share them.


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