Swoosh!
Nike had always been a very visible brand. Then the marketers in the company probably thought, "We don't need a brand name, just a symbol." And with that, the advertising that followed showed only the 'Swoosh'. The ad world swooned. And Nike continued to generate a bigger buzz and a greater market share. How many brands would dare to replicate Nike and pave their way to glory?

House Colours
From Italy came Benetton - a brand that has taken an unconventional route in its advertising. By focusing on 'current' social themes & issues. The 'United Colors of Benetton' (UCB) campaigns have earned worldwide recognition by creating advertising campaigns that focussed on matters of community interest.

The corporate commitment was underlined by founder chairman Luciano Benetton, who declared that "the purpose of advertising is not to sell more - rather, it's to do with institutional publicity, whose aim is to communicate the company's values."

The person responsible for selecting the controversial advertising themes Oliviero Toscani, echoes a similar sentiment, "I am not here to sell pull-overs, but to promote an image. Benetton's advertising draws public attention to universal themes like racial integration, the environment & AIDS."

When other brands seemed equal, UCB chose to make "commitment to social cause" its brand differentiator.

Another Angle
Despite the strict rules laid down by the "American Surgeon General", tobacco advertising continues. Silk Cut, Marlboro, Benson & Hedges continue their print ad campaigns, with a difference - there is no product in the picture. Clever evocation and brand imagery gently persuade the target audience - by using mnemonic visuals associated with the brand experience.

Child Labour
Pan to yet another footwear giant Reebok. To atone for sourcing products from sweat shops which employed child labour, Reebok awarded Craig Kielburger, the teenager who successfully brought child labour to the world's attention. Thus publicly accepting responsibility for patronizing child labour.

Brand Equity
Most brands are identified by their logos, some by symbols. Many brands even define a 'brand experience'. But how many brands choose to make a social statement?