It's all you, you, you. Well for Scion anyway, which is launching Scion Speak, which allows the car brand's enthusiasts to personalize their vehicles yet further with custom-made modern age heraldic crests reflecting their lifestyle and passions. Designed in consultation with the fiercely loyal Scion crowd and in collaboration with graffiti artist Tristan Easton, after you've come up with your personal identifier you can then print out crests can then print out to take to decal makers, or have spray painted onto their vehicles.
It speaks (excuse the pun) to a number of trends currently sweeping adland: giving things away in exchange for spending time with your brand; personalization and user generated content - in this case getting your audience to become your brand ambassador (literally producing and disseminating your identity); and brand utility, blurring the lines between advertising and product by, bluntly, making yourself useful to consumers.
www.scionspeak.com
Brand Personalization
Customize Your Scion Speak's Logo
Trend Themes
1. Brand Personalization - The trend of personalizing products to reflect individual lifestyles and passions, as demonstrated by Scion Speak's customized modern age heraldic crests.
2. User Generated Content - The trend of getting the audience to become brand ambassadors by producing and disseminating the brand's identity, as seen with Scion Speak.
3. Brand Utility - The trend of blurring the lines between advertising and product by providing useful features or services to consumers, exemplified by Scion Speak's personalized vehicle crests.
Industry Implications
1. Automotive - The automotive industry can embrace brand personalization and user-generated content by offering customizable features and encouraging customers to showcase their brand loyalty.
2. Advertising - The advertising industry can explore the concept of brand utility by finding innovative ways to make brands useful and provide value to consumers, similar to the personalized crests by Scion Speak.
3. Creative Arts - The creative arts industry, particularly graffiti artists, can collaborate with brands to create personalized designs, reflecting individual passions and lifestyles, as demonstrated in the collaboration between Scion Speak and graffiti artist Tristan Easton.