Brand Generosity is a term used for the idea that a brand should be out there adding good things to people’s lives and to the culture. 6 main ideas that can help you practice this idea of brand generosity is:
Inspire: give them something beautiful or emotive
Provoke: give them something that makes them think
McDonald’s made their billboard a game and giving consumers free food, McDonald’s guarantees engagement.
Entertain: give them something that’s fun to do
Motorola teamed up with Wired to promote the Moto X’s custimization. People could change the color of the phone by pushing buttons.
Status: give them something that confers kudos among their community
See: STATUS Advertisement
Utility: give them something that makes their life easier
If you’ve ever wanted to speed up the beer-cooling process, you’ll understand the allure of this print ad from Glacial. You soak the ad in water, wrap it around the bottle, and put it in the freezer. The print ad was made with salt particles, which reduce the freezing point of water.
Access: give them something they couldn’t otherwise get
To promote its sunscreen products, Nivea created a print ad with a solar panel that could charge a cell phone.