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Visit Oslo: The Value of Leveraging Critics to Your Advantage



This spot is simply ... chef's kiss, for so many reasons! Before unpacking a few of them, hats off to the visionaries behind it at NewsLab in Oslo. Well done, friends! This delightfully dry destination campaign spotlights the criticisms of one of Oslo's tragically unimpressed citizens. In doing so, it makes the destination that much more appealing to travelers who are sure to fall in love with the authentic, slower-paced and slightly off the beaten path destination.


My career began in the incredibly fun space of destination marketing, so it's much like brand candy to me! This one takes it a step further as it offers a fantastic illustration of some brand basics that are of vital importance across all sectors:


TRUTH #1: Your brand is not for everybody. Embrace it! This is valuable information and offers insight into gift of self-identified segmentation. Strong brands can be polarizing at times. When leveraged well, this can actual boost recall across your target AND non-target audiences.


TRUTH #2: Knowing who your audience is NOT is just as important as knowing who your audience IS. Creating a profile of people who are not a fit with your brand and exploring why there's no connection is an incredibly clarifying exercise.


TRUTH #3: Leaning into criticism often reveals strengths about your brand that work to your advantage. Avoid the temptation to focus exclusively on your target audiences and expand your lens. In many cases, everything a critic might cite as a reason to AVOID your brand is exactly why your customer community loves your brand.


TRUTH #4: The gap may be smaller than you realize. Unpacking the profile and perceptions of folks who fall outside of your ideal target audience may reveal some surprising things that empower you to activate new or resistant market segments.


All of which begs the question, what do YOU actually know about the people who DON'T buy into your brand? Here are a few questions to jumpstart thinking on this:

  • What's their demographic and lifestyle profile?

  • What ARE some of their favorite brands (think beyond your category)?

  • How are they most likely to intersect with your brand?

  • What are their perceptions about your brand? Are they accurate?

  • What's the single most important thing they may not realize about your brand?


I'd love to hear from you - what's the most surprising thing this line of thinking illuminated for you?

 

ABOUT THE AUTHOR

Hi, I'm Nicole, the Nick behind Nicknox Communications.  For more than 30 years, I've brought uncommonly creative brand, marketing and communications strategies to life for organizations of all kinds.


I'm passionate about brand strategy, storytelling and fabulous creative. I also love to explore best practices in high EQ leadership, core values, relational marketing and resources that help creative teams bring their best to every client and project.


My areas of expertise include design thinking, personal brands, performing arts, HR, travel & entertainment, B2B, startup strategy and many other delightful sectors. Learn more about my work as a Fractional Chief Marketing Officer here or drop me a line, I'd love to connect.





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