Today we found ourselves thinking about Tina from Turners. This isn’t unusual. She is often on our minds. Because, Tina from Turners is an absolute triumph for branding and marketing. So, thank you to those who created her - and, importantly, to those (outside of the “Tina Team”) who let her reach her full potential!
Yes, we're a bit irrationally fascinated by Tina. She is a serious proof point for the power of brand. She demonstrates the benefit of doubling down on one central organizing idea - and the benefits of doing so in terms of the bottom line. We’ve thought about Tina quite a bit over the last couple of years, but we were really taken by a graph in Turner's recent Annual Report. Search term “Turners Cars” has overtaken searches for “Used Cars” in NZ. So long as your conversion pathways are set up well - this is a case of brand results directly translating to revenue. Boom, as Tina might say.
Turners Annual Report is drenched in Tina imagery. This lovely lady is absolutely at the fore of their business success. As a brand strategist, I love to see a business embrace a brand initiative to such an extent. (As us marketers / brand strategists know - getting that buy in is part of the challenge!) The adoption of this idea to such an extent has created a stronger, more memorable brand in the mind of consumers. That's the goal. This reduces reliance on advertising spend ($) to reach and position, thus directly saving the business money whilst amplifying potential revenue. Genius!
As a central organizing idea - Tina is a strong brand platform. She provides fertile ground for creativity and a clear brand persona, tone of voice that can be adopted and applied with ease. I’m sure the creative (and no doubt wider team by now) thinks of Tina’ism’s on the daily. That would be fun.
The great news is that this is an equation that can be adopted by all brands - not so much the character led brand or Tina herself, of course - but doubling down on a single brand idea - and milking it for all of its potential! Tina from Turners demonstrates this for all to see.
As an aside, we also love the boost the campaign has given to the career of NZ actress Sieni Leo’o Olo (Tina). Like Raj (the “Dad from ANZ Bank ads”) - it’s awesome to see a brand align with talent and show that support - creating opportunities and pathways for the future. Tina from Turners team - we salute you!
PS : Whilst we had absolutely zero to do with the genius that is "Tina from Turners", we can help you work out your own winning brand formula - please do reach out if you would like to chat!
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