Mini Series Part 3 - It's the little things

This is the 3rd and final part of my mini series of things that make me think about branding.

Last weekend, in the spirit of the holiday season and in an attempt to try every festive activity happening in London during the holidays, a couple of friends and I went to Skate, the ice rink at Somerset House for an evening of ice skating.

The event is sponsored by Tiffany & Co., and after experiencing it, I felt it was a sponsorship well leveraged.

At the event they created a mini Tiffany pop-up shop, which was filled with festive goodies you could snack on while taking in the evening, a cool use of an iPad to flip through their latest collections, and a counter with a few of their pieces which would make nice holiday gifts:

Not only that, the lighting for the entire experience was Tiffany blue and the Christmas Tree was decorated in Tiffany blue. There was no way a person left the rink without feeling the touch of Tiffany. 

I loved how Tiffany created such a rich, but not overbearing, brand experience, with a subtle yet brilliant  association to treating yourself or your loved one to Tiffany. 

In addition, to the Tiffany themed event, Nike sponsored the ice skates. So everyone who attended the event were able to experience their skates, in a relevant and positive moment stimulating positive brand associations. 

All-in-all this event was a great example of how it's, often, the little things, like immersing consumers in the brand experience, that can have a lasting affect. Creating a personal experience with the brand can place it top-of-mind in the consumer's evoked set increasing their association to the brand and improving brand preference.