There is a debate in the communications industry on the importance of brand versus reputation, and which one should lead.
In my opinion, they are intrinsically connected and must work together. Brand is important because it is all about what a company says about itself. It needs to be authentic with stakeholders and it has to build an emotional connection that keeps consumers coming back for more.
Reputation, on the other hand, is all about what others say about you – at dinner parties, by the water cooler, or online. In a world where the voice of the consumer is becoming more and more powerful, reputation is equally, if not one of the most important, considerations for how you message your products.
Take THQ for example. The video-game developer has taken full advantage of the excitement and passion for mixed martial arts (MMA) through a licensing agreement with UFC. Some companies would not be willing to take that risk, citing critics of the UFC phenomenon. It was a smart partnership, enabling the company to emotionally connect with a passionate group of gamers, while also launching a title designed to get teenagers off the couch.
THQ this summer will be releasing UFC Personal Trainer: The Ultimate Fitness System, which gives players the opportunity to train on mixed martial arts with real UFC 'experts' such as Mark DellaGrotte, Greg Jackson and Javier Mendex. UFC Personal Trainer provides a fitness experience across a number of disciplines, including wrestling, kickboxing and Muay Thai.
The recent Toronto UFC event attracted more than 55,000 fans and dominated the local airwaves for days leading up to and just following it. By working closely with the UFC, THQ was able to host a number of pre-event promotional activities, including a press conference at the nearby RealSports bar, where reporters and bloggers were given a sneak peak of what to expect in June.
For the two days leading up to the UFC bill, fans could try the game, meet some of the fighters, and better understand the sport.
THQ has been successful at leveraging the UFC momentum while promoting an interactive gaming and fitness message, something that has become a key differentiator for the company. By working with the National Academy of Sports Medicine (NASM) in developing the title, THQ added another level of credibility.
The result? The game starts to broaden its appeal beyond UFC fans and becomes relevant with people wanting to inject a new approach to their workouts.
When the game is released in June, we'll find out whether the bet paid off. But early reviews indicate strong online buzz. And while the UFC tie-in enabled THQ to broaden and elevate awareness of the game, it also gave it a platform to tell a fitness story and engage online influencers in a dialogue.
At the end of the day, those conversations are going to foster a stronger reputation in the market – something the company could not have done with brand messaging alone.
Mia Pearson is the co-founder of North Strategic . She has more than two decades of experience in creating and growing communications agencies, and her experience spans many sectors, including financial, technology, consumer and lifestyle.