Brands that simply tell you how good and different they are without supporting evidence are being rapidly confined to the garbage pile of irrelevance. Brands need to demonstrate their use. It’s much like swanning into a party and telling people how funny you are. Prove it.
Mimo’s patch, London’s avant-garde heartland Soho, is and has always had creativity at the heart of its brand. However, recently this relevance has been questioned due to the democratisation of creative tools, diminishing importance of geography and shift in the London’s technology centre of gravity.
So they did what any great brand would do: deliver a piece of exemplary brand ‘proof’ in the form of a brief but brilliant festival for creative practitioners called Soho Create.
The festival mixed Soho’s finest craftsmen and women - architects, advertising creatives, jewelers, writers, fashion designers, cinematographers, producers, artists, game designers, photographers, songwriters and many more – and provided spaces for them to share their experiences of all things creative.
The result was a riot of anecdotes and ideas about hats and bridges, sculptures and mobile games, music and chocolate and much much more.
It was authentic. It was useful. It was fun. And only Soho could have delivered it.
Great branding all round.