Brands are about you, not me
Brands are about people not products.
Brands are about the customers and not companies.
A great brand is one that you want to live your life by, one that you trust and hang on to when everything aroun you is changing, one that articulates the type of person uou are or want to be, one that enables yoou to do what you couldn't otherwise achieve.
Forget what used to happen, today it is what brands do for the people that matters much more, how they reflect and engage them, how they define thier aspiration and enable them to do more. Powerful brands can drive success in the competitive and financial markets, and indeed become he organization's most valuable assaets.
Yet there are few great brands around.
Most brands are still labels, relying too strongly on the brand names and logos, and focused too heavily on the companies and product that they help identify. They are articulated through superficial starplines and deliverd through generic service. They make promises that their companies struggle to deliver, often failing to even attract attention, and rarely gaining the trust of the special customers.
Powerful brands have the ability to cut through the noise and competetiveness of the markets and to engage and retain the best customers in a way that delivers superior financial results in the short and long term.
.....Posted by... BhArTeNdRa SiNgH
2 comments:
There you said it all, great brands are the ones who make promises and deliver on them. Great brands are not made in a day, they are built over ages, they are built due to the consistency of delivering on their promises. I guess a management committed to that cause should be given the credit.
But didn't understand,"Most brands are still labels, relying too strongly on the brand names and logos..." can you elaborate?!
Rejoy PG 1
"what i meant was that most brand managers think that its logos & brand name is enough for the success.... but the forget that its just not abt the name.. Its about delivering the value... its abt delivering what exactly you mean by value... For example when macdonald say..I m loving it... or happy meal... you can actually see your kid feeling happy with toy they give with happy meal... and its burger is worth the value to be saying that i m loving it....on the other hand take example of Air deccan... are they delivering the value they promise...yes people certainly want to fly for cheap...but that doesnt mean they have to wait at the airport long with the delayed flight or sometime cancelled flights... offcourse ppl are paying less but does that mean you can treat them like (passenger of general compartment)...Infact basics of the marketing says that you have even treat them with respect... just like this example there many companies which think that they advertise enough..add attractive and easy to remember advertising jingles they ll succeed... but they forget that its not abt promosing... its abt delivering.
I hope i have made my self clear..
Bhartendra(MMS)
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