As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.
In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.
Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.
The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.
Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.
We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.
It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
Some time back, I looked at what it took to get a brand promise right. In this post, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?
There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
Have we become so pre-occupied with the niceties of brand that we’ve forgotten the reason they exist?