November 18, 2014

Changing “Me” to “We”- Diddy Unlocks Secret to Branding for Millennials

by Guest Blogger


Call him what you willâPuff Daddy, Puffy, P. Diddy, DiddyâSean Combs is a branding genius. He has launched the careers of several hip-hop stars (most notoriously, the late B.I.G.) on his Bad Boy Records label. He has a successful clothing line and a cable network. He has also partnered with existing brands, including Ciroc Vodka. His branding prowess took the brand from 40,000 cases of vodka sold annually to 2 million. Combs' initial ad campaign included a nearly four minute long commercial featuring what most people imagine an ultra-wealthy famous person's life might be like on a trip to Las Vegas. As you can see from this 30-second version, the campaign was meant to establish the brand as the ultra-premium vodka of the elite.

In a recent interview with AdWeek, Combs discussed his efforts to rebrand the vodka for millennials, a fickle, but lucrative, market segment. He reveals that shifting your brand focus from baby-boomers to millennials was simply a matter of changing the message from "me" to "we." Thus, the upcoming Ciroc rebrand promises to be more realistic, down-to-earth, celebratory, aspirational, and inclusive. This view of millennials is a far cry from the "entitled" label typically bestowed upon it by boomers. Combs, however, is wisely communicating the Ciroc message through the lens of a millennial, targeting how the generation sees itself and its vision of an ideal world. While the brand should no doubt stick to its ultra-premium persona, it is smart to communicate that persona in a way in which the target audience can relate. This requires a real understanding of the target market, which Combs has articulated perfectly: the difference between boomers and millennials is "me" and "we".

The lawyers at Trademarkology provide trademark registration services backed by the experience and service of one of the nation's oldest law firms. Click here to begin the process of protecting your brand name with a federally registered trademark.