Rebranding for your pleasure
One business caught my attention this week by gettin’ busy with a massive rebrand. Durex - the world’s #1 condom maker, though their website goes into detail on their many other products - has been redesigned as an activist brand aiming to underline the “positive reality” of sex. They’ve got a new logo, a rhyming poem/mission statement, and my favorite, a new typeface called “One Night Sans”.
Durex is emphasizing the strong emotional connection that drives consumers of its product. Branding is all about emotion, and the best brands in the world are the ones that say something about their users. Rather than touting the features of their product (which we understand perfectly) Durex is participating in the stories that their customers are telling themselves.
Durex gets it. Branding doesn’t come from the company, it comes from the customers. It lives in the customers’ needs and desires. There are three questions every brand must be able to answer:
What does your brand say about your customers?
What is the singular thing your brand delivers that customers can’t get from anyone else?
How do you make your customer a hero in the story of his or her life?
Right now, Durex is saying that their customers believe in the “positive reality” of sex, and want to move toward less constrictive ideas about sex. The singular thing they’re delivering is, essentially, great sex without hangups. They’ve made every one of their customers a hero by transforming a fundamental part of their lives.
It’s every brand’s job to get their customers laid. Usually I mean that figuratively, but Durex is going all the way with it.
Learn more about how your brand can get your customers laid too by sending me a message below!