When everyone chooses the same answer
The marketing and strategy behind the work
Are brands missing a trick?
Rather than simply celebrating David Beckham’s prolific sponsorship of brands around the World Cup, we wanted to ask a different question.
Brand Beckham has reached new levels. No fewer than 11 brands have used him to front their campaigns around the tournament.
Is this a tried and tested formula for success? His global recognition, cultural relevance and enormous audience reach undoubtedly make him a safe bet for brands looking to connect with football fans around the world.
Or are brands missing a trick?
When so many choose the same recognisable face at the same time, does that recognition still transfer to the individual brand, or does Beckham become the thing people remember?
Why it works
There’s no questioning Beckham’s commercial appeal.
For each individual brand, the strategy makes perfect sense. The more interesting question appears when you look at them collectively.
Distinctiveness relies on being remembered for the right reasons. If everyone reaches for the same cultural asset, does it stop being distinctive?
We remember Beckham. But can we remember all 11 brands?
Read the full issue here: CORE Issue 03
Chosen by our specialist Jack Pulley (Planning & Strategy).
