In the last article, we started a fun yet very serious conversation for companies and those people interested in the world of advertising and business: Marketing, companies with the most successful strategies.

The first brands we spoke of (Apple, Nike and Coca-Cola) are practically basic in marketing lessons. Now, we will talk about other companies, some just as big and some more recent.

Trailblazers in Marketing

Walt Disney Company

Disney is one of the most loved brands around the world because of all the emotional ties that we have had with them since we were kids. They also make us believe that it is the happiest place on earth.

The brand has demonstrated a consistent ability to turn almost anything it touches into a cash machine, for example: The movie Frozen, High School Musical, Toy Story and almost every Princess imaginable.

Disney started as a brand in 1923 by Walt Disney the man who “didn’t have creativity”. I still would like to know what the people who judged him thought 20 years after his success, but’s that’s not our topic (today).

Disney’s marketing strategy goes in reverse compared to most brands. Why? Most brands start with a physical product and then build a story around it. Disney creates a brand story (movie or TV Show) and then builds products around that story. No company has a stronger storytelling legacy than the Walt Disney Company.

The 1928 the Mickey Mouse cartoon Steamboat Willie was the first cartoon with sound to be an international hit, giving the company domestic and overseas distribution experience. Let us make this clear: Coca-Cola is the mother of drinks just as Mickey Mouse is the father of animated characters. Five years later, Snow White and the Seven Dwarfs came out. Then there came Disneyland, the theme park that created the theme-park business when it opened in 1955.

Their marketing success is simple:

• Tell great stories and make emotional connections.
• Be innovative with those stories.
• Become the characters in your products.
• Utilize all the marketing tools available. For example, Disney has a great web site and amazing online games that can be played using the internet.

Budweiser (Anheuser-Busch)

Budweiser is one of the brands with the best commercials ever and you can watch them over and over again (sorry, I needed to say it).

The product is an American-style pale lager produced by Anheuser-Busch. It was founded in Missouri, USA. The beer is also available in over 80 markets worldwide.

Budweiser is the undisputed champion in the US beer market. They cannot afford to rest on its laurels, given the increasingly aggressive marketing of rival brewers.  They must remain competitive as well, due competition from other alcoholic beverages. Their marketing in the US (their largest market) is mostly an All American approach. They want customers in the US to be proud that they are from the US.

Part of Disney and Coca-Cola success is making emotional connections with people around the world. They also are really good at sponsoring international sports sponsorship.

Budweiser really focuses on highly memorable campaigns and innovative promotions as “King of Beers”, “Proud To be Your Bud” that transformed into “Nothing Beats A Bud” and of course,”Whassup!?” campaign.

New Kids on The Block

Airbnb

Airbnb, a community marketplace for people to list and book accommodations around the world, was founded in 2008 in California by Brian Chesky, Joe Gebbia y Nathan Blecharczyk.

Since then, Airbnb has grown to 1,500,000 in 34,000 cities worldwide. What is the key to the company’s explosive global success? They’re really crazy campaigns and social media tools.

Here are some examples:

In January 2015, Airbnb launched a social media campaign around the hashtag #OneLessStranger. The company referred to the campaign as a “global, social experiment,” in which Airbnb asked the community to perform random acts of hospitality for strangers, and then take a video or photo with the person and share it using the hashtag.
They made the Floating House listed on Airbnb in London and last year, they challenged people with their “Don’t go there. Live there” campaign.

Their business model and app are really simple to use but, the way they invited you to make adventures and connect you with the world is just amazing.

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