Bacardi Branding Inspiration

Bacardi 150th Year Project Inspiration Deck

THE POWER OF LEGACY EVERY GENERATION HAS ITS MOMENTS—MILESTONE MOMENTS— THAT DEFINE THE TIMES AND SHAPE AN ERA. THE MOMENTS THAT THE FUTURE REMEMBERS. THE MOMENTS THAT LAST. WHEN COMPANIES ACHIEVE THIS KIND OF IMMORTALITY, THEY AREN T MAINTAINING THE STATUS QUO—THEY RE REDEFINING IT. THESE MOMENTS—UNIQUE MOMENTS IN TIME—HAVE POWER. THEY SHAPE LEGACIES AND CREATE CULTURE. AND ITS THE LEGACY THAT CARRIES ON; THAT DEFINES A COMPANY FOR THE FUTURE; THAT S WORTH FIGHTING FOR—IT ALONE REMAINS, FOR GENERATIONS.

CELEBRATING THE LEGACY

ANNIVERSARIES USUALLY CONJURE UP THOUGHTS OF FESTIVITIES, A CELEBRATION OF THE PAST, A MINGLING OF JOY AND NOSTALGIA.

HERE ARE SOME INTERESTING TAKES ON THE ANNIVERSARY, ONES THAT CELEBRATE THE FUTURE, AS WELL AS THE PAST.

BURBERRY ICONS FOR ITS 150th, BURBERRY RELAUNCHED ITS MOST ICONIC PIECES AND DISCONTINUED ITS LOW-END ITEMS IN A SUCCESSFUL EFFORT TO RECLAIM ITS HIGH-END STATUS.

ARTHUR GUINNESS FUND GUINNESS USED ITS 250th ANNIVERSARY AS A LAUNCH PAD FOR THE ARTHUR GUINNESS FUND, WHICH GIVES MONEY TO SOCIAL ENTREPRENEURS WITH INNOVATIVE IDEAS.

SHARING THE LEGACY

AS THE PREVIOUS EXAMPLE SUGGESTS, SOCIALLY-MINDED PLATFORMS ARE BECOMING INCREASINGLY COMMON. THE PUBLIC EXPECTS MORE FROM THEIR BRANDS—THEY WANT THEIR BRANDS TO BE HEROES, FIGHTING FOR THE PLANET AND ITS PEOPLE. HERE ARE SOME OF THE BEST-INCLASS EXAMPLES.

PEPSI REFRESH THOUGH NOT THE FIRST ON THE SCENE, THIS CAMPAIGN BEGAN WITH PEPSI PUTTING UP $20M FOR WINNING SOCIAL IDEAS; BECAME NOTORIOUS WHEN PEPSI PULLED ITS SUPERBOWL AD; AND HAS BECOME RENOWNED FOR BRINGING THE SOCIAL GOOD MOVEMENT TO THE MAINSTREAM.

IBM SMARTER PLANET HIGHLY TECHNICAL AND MULTI-FACETED, SMARTER PLANET IS ONE OF THE MOST COMPLEX SOCIAL PLATFORMS OUT THERE. IBM—TRUE TO FORM—HAS INTEGRATED THIS INITIATIVE INTO EVERY CORNER OF THEIR BUSINESS AND EVERY ASPECT OF OUR LIVES. ITS PARTICULARLY NOTEWORTHY DUE TO ITS PUBLIC FACING SMARTER CITY PLATFORM AND ITS ENGAGING AND SERIOUS GAMING PLATFORM.

REVIVING THE LEGACY

YOU CAN BE HUGE. YOU CAN BE LEGENDARY. YOU CAN BE ICONIC. AND YOU CAN STILL LOSE RELEVANCE. HERE ARE SOME EXAMPLES OF DOWNTURNS THAT LED TO REBIRTH—LOWS THAT LED TO NEW AND BREATHTAKING HIGHS.

NINTENDO WII AFTER NEARLY VANISHING FROM THE MARKET ALTOGETHER, NINTENDO REDEFINED GAMING WITH THE WII AND WII FIT—THE SYSTEM THAT S NOT ABOUT THE GAMES, BUT ABOUT THE PEOPLE WHO PLAY THEM.

DISNEY PIXAR WITH ITS GOLDEN YEARS BEHIND IT, DISNEY—FACED WITH THE LOOMING DEATH OF TRADITIONAL ANIMATION—RETHOUGHT THEIR ENTIRE INDUSTRY WITH THE CREATION OF PIXAR AND CAME OUT ON TOP.

MADONNA JUST WHEN YOU THINK SHE S DONE, SHE REINVENTS HERSELF AGAIN AND RISES TO THE TOP OF THE CHARTS. RESILIENT AND RESOURCEFUL, MADONNA IS AN ICON THAT REFUSES TO FADE.

EXPANDING THE LEGACY

THIS LAST GROUP SHOWS US WHAT IT TRULY MEANS TO BE A GAME CHANGER—TO BRANCH OUT AND PLAY ON ANOTHER INDUSTRY S FIELD. DARING AND BOLD, THESE GUYS MAKE MOVES WITH BIG PAYOFFS.

NIKE+ LONG AFTER NIKE HAD INSPIRED THE ATHLETES IN ALL OF US TO JUST DO IT, THEY EXPANDED BEYOND SPORTSWEAR TO SPORTS TECHNOLOGY. IN A FORMIDABLE PARTNERSHIP WITH APPLE, NIKE CREATED A SYSTEM THAT LINKED THE RUNNING WORLD TOGETHER IN A WHOLE NEW WAY.

HBO ORIGINALS A LONGTIME CATEGORY LEADER, HBO DECIDED TO SHAKE THINGS UP BY MOVING BEYOND MOVIES AND INTO ORIGINAL PROGRAMMING. THIS GAME-CHANGING DECISION USHERED IN A WHOLE NEW ERA OF TELEVISION WHEN MANY OTHER MOVIE CHANNELS FOLLOWED THEIR LEAD.

GOOGLE EARTH AFTER TAKING THE SEARCH ENGINE INDUSTRY BY STORM, GOOGLE DEVELOPED GOOGLE EARTH. GOOGLE BECAME ABOUT MORE THAN JUST SEARCHES—IT BECAME ABOUT UTILITY, FOREVER CHANGING THE WAY IT WAS PERCEIVED IN THE MIND OF THE PUBLIC.

EVERY GENERATION HAS ITS MOMENTS—MILESTONE MOMENTS— THAT DEFINE THE TIMES AND SHAPE AN ERA.

THIS IS YOUR MOMENT. WHAT WILL YOU MAKE OF YOUR LEGACY?