As an avid fan of jazz, cycling and space, my three biggest heroes growing up all shared the same surname – Armstrong…
…Today, only two of them remain an inspiration to me.
Since the Apollo missions, the idea of landing on the Moon has energised millions – including myself.
Fast forward to the 21st century, and we're witnessing a resurgence of this great feat of human endeavour with NASA's Artemis Programme, which will see a crewed moon landing this decade.
The boyish part of me wants to talk about it in its own right, but the marketing professional in me knows that I should probably add some value.
So here are a few lessons we can learn from NASA’s Artemis programme.
1. Branding: The Artemis Image
Artemis is the ancient Greek goddess of the moon (among other things). In Greek mythology, she was Apollo’s sister.
See where I’m going with this?
It’s consistent branding with the nomenclature of the 1960s Apollo Programme – and consistency is always good.
It links past achievements with future aspirations, creating a sense of continuity and progression in space exploration.
Just as Apollo symbolised a giant leap for mankind, Artemis represents a new chapter, embodying both the legacy and the future of lunar exploration.
This thoughtful branding bridges the gap between history and modern advancements while also capturing the almost divine nature of this project.
2. ESG: A New Generation of Explorers
One of the program's most publicised goals is landing the first woman and the first person of colour on the Moon.
This goal is more than just a scientific achievement; it's a powerful statement of inclusivity and diversity.
By doing this, NASA positions itself as an organisation that not only explores new frontiers in space but also breaks barriers in social norms and expectations.
ESG is becoming an increasingly crucial component of marketing strategies as companies try to align themselves with the ethics of younger generations. NASA has wised up to this too.
3. Collaborations and Partnerships: The Power of Unity
The Artemis Programme is a testament to international cooperation and commercial partnerships.
One astronaut on the programme, Jeremy Hansen, is Canadian for example – despite NASA being an American organisation.
By collaborating with various countries and private companies, NASA has turned the Artemis mission into a global endeavour.
This approach not only shares the financial burden but also promotes a sense of unity and shared purpose in space exploration.
As marketers, we know the value of solid partnerships. So do NASA.
4. ROI focused: More than Just a Moonwalk
Artemis isn't just about planting a flag on lunar soil; it's about paving the way for economic opportunities and inspiring a new generation.
The program promises to fuel new industries, support job growth, and advance the need for a skilled workforce. It's not just a mission; it's a catalyst for economic and educational growth.
By opening doors to cutting-edge research and development, it's poised to drive technological innovation, potentially leading to breakthroughs not just in aerospace but in sectors like robotics, materials science, and telecommunications.
You can draw a straight line between the camera-phone, the LED, and the laptop with the Apollo programme. Who knows what the Artemis programme has in store tech-wise?
Furthermore, Artemis is a beacon of inspiration for the youth, igniting interest in STEM fields. The program, with its ambitious goals and groundbreaking endeavours, could spark a renewed passion for science and technology in classrooms across the globe.
As marketers, we understand the value of ROI. Whether tech or talent, Artemis promises a solid return on investment.
Artemis
Artemis is more than a return to the Moon; it's a stepping stone to Mars.
This vision of interplanetary travel adds an exciting layer to the program, positioning the Moon as a crucial milestone in humanity's journey to becoming a multi-planetary species.
For us marketers, it serves as an excellent example of how to market a massive scientific and technological project.
By blending aspirational goals with inclusive messaging, innovative technology, and global partnerships, NASA has created a compelling narrative that resonates with people worldwide – including marketers like myself.
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