Making the unsexy sexy: A guide to building brand love

Hosting an intriguing panel discussing “Building Brand Love in an Unsexy Industry” at this years YMS, Mark Hodge from BAM is giving you a sneak peak into building brand love within industries such as finance, healthcare and insurance, that don’t always scream youth market, while helping discover how these traditionally ‘unsexy’ brands have successfully built brand love amongst young people and engaged them using clever campaigns. 


You can mimic a result but not the creativity.

When making the uncool cool, creativity really is the key. In today’s competitive business landscape the only way to separate yourself from others is to show how well you think outside the box and utilise your creativity, and this is no exception for even the unsexiest of brands. In the words of Albert Einstein, “Imagination is more important than knowledge” but when every aspect of your business appears to be nothing but corporate, how do you build brand love?


Making unsexy brands sexy since the beginning of time.

Cool by association is real and it’s something even the most corporate of brands continue to take advantage of. 

From DHL sponsoring London Fashion Week to Mastercard sponsoring The BRITS, these unlikely partnerships are both mutually beneficial and effective when showcasing your creative side. 


Sponsorships increase brand awareness and build associations between already desirable and well loved brands and brands that may not be getting the brand love and brand perception they deserve.  

When thinking about sponsoring an event or campaign it’s important to always pick a brand or business who’s target audience and market align with yours. When chosen carefully the right sponsorship will not only bring your target audience directly to you, but will show your brand in the desirable limelight you are striving for.

DHL and London Fashion Week may seem like a world apart, but the two are in fact a match made in heaven. With the immense pressures designers face with shipments and equipment arriving on time DHL is there to help ease that pressure and help put designers minds at ease.

Known for not being the sexyest of brands DHL become cool by association when joining forces with what is arguably one of the coolest and you guessed it, ‘sexiest’ events of the callendar year. 

The association between the brands is even continued after the shows have finished. As DHL continue to deliver each designers branded goods, the business secures a connection with its audience every step of the way, from catwalk to consumer clothes rails.

Social Media

There really is an endless possibility of content that you can post and share on social media, but regardless of your sector or product offering there is one thing that all businesses should aim to incorporate in order to nail sexy social. Storytelling. 

Storytelling has always, and will likely always play a large part in successful marketing.


From blogs to videos and still imagery to gifs the social world is your oyster. Whether you're a parts manufacturer or the NHS, a story with feelings and emotion will drive brand love through the roof. 

Stories also help enable businesses and brands to portray personality, create connections and weave a creative narrative into a seemingly corporate company. 

Whether you use visuals on Instagram or a video on Facebook, imagery is a great place to start when striving to create eye-catching, engaging and memorable brand moments. 


There’s nothing sexy about a boring campaign, so whether you're a bank or a brick seller, your campaigns shouldn’t be boring.

Ranging from the humorous to the shocking, the light-hearted to the thought-provoking, your campaigns need to make an impact and you need to think outside the box. Once again, creativity is key.

With a corporate business in 2018 it’s easier than ever to get caught up in the potential of technology and data to optimise the delivery of your ad, but the creativity and original idea behind the ad has to be good or it’s all for nothing!

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The power of creative campaigns to transform brand perception and inspire consumers can never be underestimated, one ad that makes the world take note and stop and think can revolutionise your brand's reputation, drive emotion and most importantly showcase your sexy side!


Look out for Mark’s panel discussion on the 22nd March at YMS.