All tagged Branding
Brands today are quite different from the brands I grew up with. Many of them are quite explicit about what the stand for and believe in, even if that narrows their target market.
These brands, I'd argue, achieve far greater loyalty and commitment than those that don't. Because, as I discuss in today's episode, consumers are sick of fitting in. And they expect brands to reflect that.
Earlier this week, I was in an Uber on my way to a client meeting.
As we rolled up to the building, my driver pointed to the client’s name emblazoned on the building and exclaimed: “This is a Moroccan company! I grew up in Morocco and their products are everywhere!” I smiled and said they’re a very big brand.
A lack of a brand is a forcing mechanism.
There’s nothing to hide behind, nothing to protect you or carry you in a conversation.
A lack of brand requires you to be crystal clear about what you have to offer and what you represent. It forces you to do the work, to the point that someone decides to engage with you - because the value you offer compels that engagement.
The point of a brand is, in one way or another, to tug on our heartstrings.
It doesn’t matter if it’s a consumer brand, or a B2B brand, the goal is entirely the same: to establish a preference that has, as its basis, criteria well beyond the rational.
We tend to give more thought to the competition than we really should - and I say that with the full (and practical) understanding that our competitors can influence a lot of what goes on in the markets we play in and the customers we serve.
We worry about their pricing and their product features. We worry about their sales activities and their breadth of client access. We worry about their last move, and their next move.
There's a cynicism we tend to have when it comes to advertising and branding.
So many brands adopt personas based on their desire to attract a certain type of consumer. These personas are fashioned on the basis of deep consumer research, canvassing their likes, dislikes, tastes, preferences and more. Some of these personas succeed, others don't.
