Brands looking to capture niche consumers would be wise to study Scion. Few companies have done as stellar as a job as Scion of holistically and unobtrusively aligning their brand with their consumers.
How did they do it? By sponsoring and giving away the culture without traditional over-the-top, intrusive corporate ownership. By being culture vultures and staying closely associated with underground, often fringe, music and art culture of their target consumer. And by respecting digital and social networking culture.
In short, Scion respects the culture and lifestyle. That’s key. Scion has consistently understood that by sponsoring and curating the culture (free shows, art installations, sponsorships, etc.) they could become respected patrons of an individuality-focused lifestyle in-line with their brand promise of allowing their car buyers to remix their Scion with unique personality-driven options and accessories. Scion becomes the culture. And the culture becomes Scion.
None of it seems forced either. From underwriting an unprecedented cutting-edge free metal event to housing their edgy, cultural offerings at Scion bB (part of their main site) to partnering up with Adult Swim’s Assy McGee, Scion has set itself apart from the youth-focused niche category pretenders by becoming one with the culture and super-serving it. They care not about the broader consumer and their broad cultural sensitivities because their cars are not made for the broader culture.
Stay true to your brand philosophy. Make sure to seamlessly aligns with your demographic culture. Integrate your brand into that culture by working directly with those who influence your brand. Don’t be afraid of the culture. And you have a recipe for success.
