In brand building, do you:
1) Teach with facts (without emotion, except perhaps subtle guilt or "do this now" commands)?
2) Promote with truthiness (with twisty wordplay of "wishful" results, even if unlikely)?
3) Create product/customer relationship opportunities (allowing the consumer to attach their own aspirations and value)?
Successful brand building is more than just associating a product with a brand message. Successful brand building results occur when a customer associates a product with a brand message...and agrees that union has continued value and meaning to that customer.
iTunes, the iPod and "Hello I'm a Mac" MacBoy all are extensions of Apple's "Think Different" brand building proposition led by Steve Jobs...attracting loyal fans who love the product and love being associated with the product.
Coca Cola has been "The Real Thing" for 80 years, even while they tried to teach the world to sing.
What is your primary brand message doing for your customers: teaching, being truthy or creating relationships?
Have you media trend watched today?
posted by Chris Kennedy @ Saturday, March 03, 2007,