Dave Grohl and Foo Fighters have a reputation as a fun-loving and irreverent band, seldom taking themselves too seriously.
Their unusual name is taken from the name given to UFO’s spotted by Allied fighters in World War II. Dave loves to make jokes on stage. The band does a triangle solo to demonstrate the rock ‘n’ roll power of the triangle.
So Foo Fighters fans wouldn’t be surprised to learn that the band as a 52-page rider done up like a coloring book. The coloring book rider goes out to everyone who hires the band to play a concert.
What branding relevance is there to this?
They could have easily written a rider in legalese just like every other band does. But they didn’t, because Foo Fighters aren’t every other band. They are different, and they use every opportunity they can to prove it. A coloring book rider reflects that difference.
Brands are not logos, color schemes, or positioning statements. Brands are emotions. Brands are experienced, not proclaimed. And they are experienced at every level, not just in a corporate boardroom and not simply in your advertising.
Ever read the manifesto on the side of your drink cup at Chipotle?
Have a look at the windshield of the Jeep Wrangler. The first image has a sillhouette of the iconic Jeep grill above the mirror. The second image is another sillhouette, this one of a Jeep climbing rocks. It is extremely tiny, hidden in the bottom corner of the windshield of the new 2012 Jeep Wrangler.
Foo Fighters use their cool concert rider. Chipotle uses cups. Jeep uses the windshield.
Do you use every aspect of your brand to accurately reflect your unique identity?