Short degree of brands and the holes to fall into
Brand is a term everybody is using as are the brands themselves such things everybody uses. It is a thing accustomed to these times. We use them. We talk about them. But do we really understand them. In layman terms brand is a name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. An idiot sees a logo and says it's a brand. The same as saying on a sight of a steering wheel we actually observe a car. Brands are multifaceted creatures and they do not appear out of thin air. If branding was easy every man and his dog would be doing it.
The misconception that brand is simple. They are not that. Carefully considered or easily delivered. Everything goes. The important thing is that it actually has something in it. Random collection of thoughts and ideals is not a brand. You need a story to make it stick. What are you. What makes you and what are the things assosiated to you. What kind of users you attract.
What is a brand. There are many. For many the first ones that comes to mind are likes of Apple, Coca Cola etc. Consider Apple and from the tech to looks it's all business. The package. Everything. And the brand is evident in all aspects. The websites look Apple. The products look like Apple. Their language is Apple. Fair Trade is a brand. And it's not even a product - it's a certification model (with a modest twist of making the world a better place). Never underestimate the power of good story. A brand can be build on integrity and core values. Like outdoor company Patagonia. From very humble beginnings to a global brand. The whole company breaths the brand, it's integrated in their HR, they control the sales and only sell at core dealers - from climbers to climbers. No selling out to chain stores. This is the kind of thing consumers and the users of the brands stick to - values and integrity to the story. Talk the talk is the easy part. Walking the walk not so. If you are ready to reduce sales for the brand it makes you the real deal in the land of copycats.
Brands can be examined and cut into pieces. Every brand has many aspects. If we are to believe Thomas Gad, there are four of them. Gad's 4D model of branding is a personal favourite. Below you find a simple model of Sprinttitalli that will give an idea about the model.
This is important thing to grasp. You do not buy the actual product. Like Harley executive put it, they don't sell motorcycles but...
This is brand. Think of Red Bull. Amazing branding. Even if you hate energy drinks you grave for one when you see their ads. If you are the target. For guys who think floorball is the shit it's a no-go. No amount of marketing and branding can make that cool. What will the end user get from using you? It needs to be an experience. Fuck. You can shove your shit into a plastic bag but genuine Vuitton - that's JUST so much more. You don't stove your stuff. You ARE the fucking thing. That's the Vuitton experience. Buy into legacy and genuinity. If Rick Ross raps about your brand you are doing just fine. Gucci What!?!
Brands. We have them but do they grow on their own or even survive. No. Brand management is the thing. The fallacy of brand management is that it can be done by anyone. Brand management is the communication function in marketing that includes analysis and planning on how that brand is positioned in the market and where it's going. Know the people that consume you. Know the market. Evolve. This needs expertice. There are reasons why NASA didn't hire carpenters for the Apollo project. You think that there are things ANYONE can do - like taking a piss and then you go to toilet and find the floor wet. Brand management is not for anyone. They teach it for the reason it takes some to actually get it.
Therefore there are some holes to fall into. It's easier fuck up a up and coming brand than a 8 year old with a baseball bat. This is solely dependant on the fact that a lot more people are interested to join in this brand destruction. A volume thing. This is the issue we have with brands. Everybody uses them. And as they use them they accumulate the knowledge of them and therefore they have the expertice. In short - if you eat bread twice a week you can surely bake a mean ciabatta.
These holes. To create a brand is hard. To ruin everything isn't. Involve people who know jack and you brew the recipe. If you wanna die hire me to fix the brakes of your car. If you wanna be a multimillionaire hire me to do the branding. Choice is yours.
The misconception that brand is simple. They are not that. Carefully considered or easily delivered. Everything goes. The important thing is that it actually has something in it. Random collection of thoughts and ideals is not a brand. You need a story to make it stick. What are you. What makes you and what are the things assosiated to you. What kind of users you attract.
What is a brand. There are many. For many the first ones that comes to mind are likes of Apple, Coca Cola etc. Consider Apple and from the tech to looks it's all business. The package. Everything. And the brand is evident in all aspects. The websites look Apple. The products look like Apple. Their language is Apple. Fair Trade is a brand. And it's not even a product - it's a certification model (with a modest twist of making the world a better place). Never underestimate the power of good story. A brand can be build on integrity and core values. Like outdoor company Patagonia. From very humble beginnings to a global brand. The whole company breaths the brand, it's integrated in their HR, they control the sales and only sell at core dealers - from climbers to climbers. No selling out to chain stores. This is the kind of thing consumers and the users of the brands stick to - values and integrity to the story. Talk the talk is the easy part. Walking the walk not so. If you are ready to reduce sales for the brand it makes you the real deal in the land of copycats.
Brands can be examined and cut into pieces. Every brand has many aspects. If we are to believe Thomas Gad, there are four of them. Gad's 4D model of branding is a personal favourite. Below you find a simple model of Sprinttitalli that will give an idea about the model.
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| 4D-model of Sprinttitalli - the future of sports and epicenter of all happening in swimming today. The different dimensions describe a user's multifaceted experience with the brand. Shoes are not just shoes. |
This is important thing to grasp. You do not buy the actual product. Like Harley executive put it, they don't sell motorcycles but...
What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.
This is brand. Think of Red Bull. Amazing branding. Even if you hate energy drinks you grave for one when you see their ads. If you are the target. For guys who think floorball is the shit it's a no-go. No amount of marketing and branding can make that cool. What will the end user get from using you? It needs to be an experience. Fuck. You can shove your shit into a plastic bag but genuine Vuitton - that's JUST so much more. You don't stove your stuff. You ARE the fucking thing. That's the Vuitton experience. Buy into legacy and genuinity. If Rick Ross raps about your brand you are doing just fine. Gucci What!?!
Brands. We have them but do they grow on their own or even survive. No. Brand management is the thing. The fallacy of brand management is that it can be done by anyone. Brand management is the communication function in marketing that includes analysis and planning on how that brand is positioned in the market and where it's going. Know the people that consume you. Know the market. Evolve. This needs expertice. There are reasons why NASA didn't hire carpenters for the Apollo project. You think that there are things ANYONE can do - like taking a piss and then you go to toilet and find the floor wet. Brand management is not for anyone. They teach it for the reason it takes some to actually get it.
Therefore there are some holes to fall into. It's easier fuck up a up and coming brand than a 8 year old with a baseball bat. This is solely dependant on the fact that a lot more people are interested to join in this brand destruction. A volume thing. This is the issue we have with brands. Everybody uses them. And as they use them they accumulate the knowledge of them and therefore they have the expertice. In short - if you eat bread twice a week you can surely bake a mean ciabatta.
These holes. To create a brand is hard. To ruin everything isn't. Involve people who know jack and you brew the recipe. If you wanna die hire me to fix the brakes of your car. If you wanna be a multimillionaire hire me to do the branding. Choice is yours.
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