DDB Mudra Group’s Preetham Venkky on Space Marketing
Brands have gone to space before, but a new age of space travel and tourism, propelled by interest from billionaires Jeff Bezos and Richard Branson could provide more opportunities to hitch a ride.
The opportunities for brands are far and beyond, believes Preetham Venkky, president of 22feet Tribal Worldwide and chief digital officer of DDB Mudra Group. “Brands are developed more in the consumer’s mind than in boardrooms,” says Venkky, “an association with space can be used either as a defining moment, as a stunt or as a trend-jack. Thoughtful brands will use the opportunity to reinforce their brand values and brand promise.” Just like Red Bull did with the Baumgartner association. It cemented the brand’s positioning of aiding in peak physical performance and humorously tied it to ‘Red Bull gives you wings’.