Existing, Living, Branding

I noticed this article on my online perusal today. Claire Beale is giving experiential branding a bit of a big up. Whilst reading it, I couldn't help thinking of Mansun's clever idea to promote their single 'Taxloss', back in the late 90's. Mansun are one of my favourite bands, they are just fantastic and instead of using the money sensibly to make a typical music video, they defied record execs and flung like £20,000 over the side of the barriers at Liverpool Street Station and filmed passers by as they scrambled like heathens for the cash, casting off their 'commuter chic' and showcasing their money grabbing sensibilities to the nation. Each note was labelled 'Taxloss' for Mansun's amusement and promotional potency.

Mansun did of course video this whole affair, which was their music video (of sorts). It really made the whole affair look like a bank robbery! Everything was strategically arranged as they filmed it on little hand held video cameras as they were running around with huge bags, hiding behind plants like idiots. In the end, the police got involved and were far from amused, but the whole affair was on the TV (awesome!) giving them a free arm of promotion!

Mansun were never a conventional band. If you listen to their music properly, it's very technical and artistic and it's quite understandable how they fell apart under their own creativity in 2003. The release of Taxloss was certainly a mysterious peak for them, but as far as the Mansun brand goes, this wasn't a stunt. Mystery and originality was part and parcel of Mansun's brand identity, with songs about 'Dark Mavis', just who the hell is that!?

So, their Taxloss effort was simply an affirmation of what the fans already knew in the form of telling the world something they didn't. It brought real people one step closer to something that they understood in life, money, and showcasing Taxloss cleverly over the top as a branding tool.

And a beautiful Mansun experience was had by all...