“They’re not making any more of it.”

That’s the custom statement brought up when people discuss land. And it’s a correct point. Unless your brand has the budget of Dubai, making more land isn’t an option for it to promote and tell its brand story in a new and engaging way. But that doesn’t mean what land we have can’t be used by your brand or the space and structures built upon it — because as Steve McQueen’s character in The Towering Inferno said:

“…but you guys just keep building’em as high as you can.”

So, options exist. And it’s how your brand chooses to use those options that shape your brand experiences, touch points, moments of truth — like these 18 brands. Or Tiffany & Co:

Thanks to an article on adweek.com we know the strategy behind the Tiffany T Train was, “to create something special, scarce and rare.” Sounds on brand for Tiffany & Co, right?

But what can other brands learn from this?

• Know your brand personality. Special, scarce, and rare are Tiffany & Co traits. Executing on these traits meant the brand was sticking to who it is, allowing the brand to reaffirm itself to its customer base.
• Recognize where your brand comes from and be open to finding inspiration in it. Tiffany & Co’s latest designer, Francesca Amfitheatrof, is quoted at the beginning of the video giving credit to the architecture of New York in inspiring her designs for the brand. And it seems the Tiffany T Train is going to be taken on the road. But where did it start? New York — where the brand was born in 1837.
• Know who influences your brand and how to earn their attention. Yes, people that ride the New York subway buy Tiffany & Co. But turning any old New York subway train into the Tiffany Train wouldn’t have worked. The experience wouldn’t have been exclusive enough. Remember point one about brand personality? Tiffany & Co brought together “uptown glamour and downtown chic” by inviting an exclusive assortment of people to their experience.
• Design and build the experience so people are inspired to share it. The Tiffany T Train experience was so well thought out angles for great Instagram photos were thought about. That’s not over-thinking — that’s executing so your brand is able to thrive.

So, while new bodies of land might not be sprouting up, your brand can still use what space exists to grow its narrative. But your brand must be willing to think, become inspired, and execute at the highest level.