Open Code Brand: Bloody Brilliant Marketing

Sometimes you've just gotta swear (*disclaimer to my 11 year old - no this doesn't mean if you see this that YOU are now allowed to swear).

I love the philosophy of what Blyk is trying to do. And the truth is, to launch a mobile phone company that is supported by advertising, traditional marketing approaches are going to fail miserably. Because you have to somehow attempt to make the notion of advertising on your phone a good thing...make the fact that you are getting something for free (i.e. you don't have enough money to pay) cool.... Well, enter Blyk's notion of an open code brand.

"When we started designing the Blyk brand we took a deliberately “open code” approach. By “open code” I mean, much like in open source software, that there is an initial hard core - the kernel of the operating system if you like - and that we allow and even encourage variation, iteration and interpretation of the brand identity. Our goal is to create the Blyk brand together with our members, to invite them to take part. I believe this is the best way for us to compete with the traditional “pay-for” mobile networks and to build a real emotional tie with our audience. This idea is carried into the illustrative style used in our launch visuals."

This is taking the notion that brands are customers and customers are brands to an entirely new level. Definitely going to be tracking this one.....