In the world of brand management, the logo is just the tip of the iceberg. True branding lies in the interplay of identity, culture, and perception. A powerful, enduring brand can achieve something remarkable: the ability to tweak, twist, or temporarily abandon its symbols while still maintaining—and even amplifying—its salience. This is the art of “code-playing,” a strategy every marketing manager should master. Only a marketer who has nothing better to do will spend their time trying to be a brand and identity PITA. Trust me, your colleagues won’t see you as cooperative if you do this.
But before you grab a Pantone chart and start tinkering with your brand’s visual identity, there are rules to follow. Here’s how you can leverage code-playing effectively while safeguarding your brand’s heritage and resonance.
Rule 1: Reinforce Before You Get Reflexive
The first step to playful branding is not playing at all. Resist the urge to tinker until your codes are deeply ingrained in culture. Think of legendary brands like Heinz, which has been synonymous with baked beans since 1967, or the Detroit Lions, who have showcased their blue lion emblem since the 1960s. Their consistency has turned these symbols into cultural touchstones.
For marketing managers, the lesson is clear: your identity needs time to mature. Only when your codes are universally recognized can you experiment without diluting the brand. In fact, your restraint during the formative years ensures that later playfulness will have the desired impact.
Rule 2: Be Distinctive and Bold
Code-playing is not about minor tweaks—it’s about bold moves that grab attention. When Carlsberg brewed a red beer with a matching label to celebrate Liverpool FC’s Champions League victory, it achieved three things simultaneously:
- It reinforced its green brand identity.
- It celebrated Liverpool’s iconic red.
- It delivered a unique, memorable moment for fans.
This move exemplifies how to be both distinctive and differentiated. Your playfulness should align with your positioning and enhance your narrative. The boldness of your approach must always serve the message you aim to convey.
Rule 3: Keep It Temporary
The magic of code-playing lies in its surprise factor. If overused, the novelty wears off, and the strategy loses its effectiveness. Playful inversions, such as changing colors or symbols, should be limited to short campaigns or special editions. Like Cinderella, the playful version of your brand must return to its classic identity before the clock strikes midnight.
For example, Heinz might launch a limited-time campaign where “Beanz Means Heinz” becomes “Beanz Mean Greenz” with eco-friendly packaging. After the campaign, returning to the original reinforces the brand’s heritage while leaving a lasting impression.
Why This Matters to Marketing Managers
Code-playing is a balancing act that combines creativity and strategy. It revitalizes heritage brands while maintaining their essence, offering a shot of modernity without sacrificing identity. For marketing managers, the potential rewards are immense:
- Boosting salience and differentiation.
- Deepening emotional connections with customers.
- Reinforcing brand relevance in a crowded marketplace.
By understanding and applying these principles, you can breathe new life into your brand and create memorable campaigns that stand the test of time.
