How to Drive Branded Content

Bibendum

I first met Bibendum (aka the Michelin Man) in London, when I dined in the early 90s at the restaurant named for him in the wildly evocative Michelin House (1909) near Kensington Station. Gargantuan stained glass windows showcased his rotund figure rakishly pedaling a bicycle.

"Well," I thought, "there's a real travel role model." I decided that Bibendum's Michelin Guides and Michelin maps would from then on chart the course for our annual trips to Europe.

In those days, Michelin's restaurant guide was published only in French, but even I could make my way through its clever information architecture. As we traveled down autoroutes and remote country lanes, the guide sat between us and unfailingly pointed the way to large and small restaurants of incredible finesse.

A Content Pioneer

But I digress. I want to point out that the Michelin Guide is, in fact, one of the best and earliest examples of branded content. Like many of today's astute marketers, Andre Michelin, one of the founding brothers of the French tire company, realized that the best growth strategy was to provide the information and inspiration for French consumers to get out on the road. 

Michelin's Red Guide was born in 1900, and its lists of hotels, gas stations and mechanics did indeed popularize leisure travel in Europe until World War 1 interrupted. Restaurants were added after the war in 1920, but the famous star-based rating system did not debut until the 30s.

Michelin said in the introduction to his first guide: "This book was born with the century and will outlive it." What a branded-content visionary he was.

So if you are thinking about adding custom content to your marketing mix, consider the long-term success of content pioneers like Michelin and remember: When you begin to provide valued information to your customers, stay the course. Building a fan base for your brand is a long-term proposition.

Tips and Travel Resources

• If you're brave enough to drive GPS-free, travel through France the old-fashioned way, with a map. Michelin regional maps still set the standard. Or for the best European driving directions, consult www.viamichelin.com. The directions are precise, tell you when it's time to take a break and even give you the cost of the tolls you'll encounter along the way. Hint: get off the highways whenever you can to experience the real joys of the French countryside.
• In these lean times, skip the uber-expensive Michelin-starred restaurants except for very special occasions. Look within your GuideMichelin for a red symbol of Bibendum licking his lips. That "Bib Gourmand" sign means a great meal at a good value. www.michelin.com.
• If you find yourself in London on a sunny afternoon, it would be a shame not to check out my old favorite, restaurant Bibendum. The cafe and crustacean bar downstairs is lessexpensive than the restaurant upstairs, but make sure you see the stained glass windows before you leave. www.bibendum.co.uk
• Europe too expensive right now? The Bibendum Cookbook by Terence Conran, Simon Hopkinson and Matthew Harris will let you sample more than 40 of the restaurant's top dishes. Or try one of the engaging recipes in the best-selling Roast Chicken and Other Stories by founding executive chef Simon Hopkinson. www.amazon.com