The power of passions

The brand is everything that makes a product more than just a product. It is in this that the brand differentiates and makes itself incomparable: it renders the competition uncompetitive. Of course, this process often begins with a new and highly innovative product. This is the basis, for example, of medical brands, or high tech, or fashion. Dell is a distributive innovation. In mass consumption, Sunny Delight was a great product launched by Procter & Gamble.

With the help of chemistry, it was possible to give an incredible taste experience without the need for real orange juice (although orange is included in the recipe, in those countries where it is in competition with Orangina). However, copies quickly arrived on the scene: under distributor brands, for example. What makes the brand incomparable then ceases to be exclusively the product or the service, but the idea that accompanies it: the intangible.

This is why the major brands are all brands that have a vision, that are not culturally empty. They are based on an intimate and personal ‘big belief’ (Edwards and Day, 2005), which they make real through their products, services, customer relations and marketing communications. This strong idea, which energises all the brand’s activities, is communicative: it is the source of all conscious or unconscious adherences.

In its day, Benetton was far more than sweaters in all the colours of fashion; it was the brand of tolerance and openness to all the colours of the world. Admittedly, perhaps 50 per cent of clients entering a Benetton store saw nothing but sweaters like any others, in a similar colour. This is normal: the aspirational capital of a brand is not built through the whole of its purchasers, but on a very small part. Then the mechanism of social contagion will get under way.

Today the brand must aim to be more than a ‘preference’ and reach the level of passion. To do this, it must itself be passionate. All entrepreneurs would like to change the world in their own way: they tap into this energy to make it contagious, a source of passion in others. For Biotherm, truth is found in water, and in plankton. For l’Oréal, women’s happiness can only be found in science and its ability to turn back the years. Toyota puts product quality above all else. If Nissan expects first and foremost a low price from its suppliers, Toyota never mistakes its own priorities: obsessive quality comes before everything.

In marketing, consumer modelling focuses on the idea of preference. This stems from the fact that for many academic researchers, fundamentally a brand is a product with a name. It is true that if people are forced to choose between two products, they do indeed express a preference based on the attributes of these products. Apple’s iBook is preferred to a Toshiba Tectra because it is more attractive, has more exciting colours, and makes it possible to do this or that more easily – and moreover it is an Apple. An iPod is more than an MP3 Walkman with specific characteristics.

To own an Apple is an affirmation of self. Its users engage with their self-concept and their internal image, in relation to others. In the same way, driving a Volvo truck or owning a fleet of Volvo Trucks is not the same thing as driving or owning an Iveco. Too many brands only aim at preference via product or service characteristics. Are not great brands, however, a big idea that is made real in products and services and attention to the customer? The whole identity process is aimed at identifying this big idea, or essence of the brand, and then transforming it into effective behaviour. Fundamentally, therefore, it is the intangible that must guide the tangible.

« Previous Topics
Building The Brand In Reverse?
Brand Or Business Model Power?
We Have Entered The B To B To C Phase
Next Topics »
Beginning With The Strong 360° Experience
Beginning With The Shop
The Company Must Be More Human, More Open

Strategic Brand Management Related Practice Tests

Strategic Management Practice Tests
Brand Equity In Question What Is A Brand? Differentiating Between Brandassets, Strength And Value Tracking Brand Equity Goodwill: The Convergence Of Finance And Marketing How Brands Create Value For The Customer How Brands Create Value For The Company Corporate Reputation And The Corporate Brand Strategic Implications Of Branding What Does Branding Really Mean? Permanently Nurturing The Difference Brands Act As A Genetic Programme Respect The Brand ‘contract’ The Product And The Brand Each Brand Needs A Flagship Product Advertising Products Through The Brand Prism Brands And Other Signs Of Quality Obstacles To The Implications Of Branding Brand And Business Building Are Brands For All Companies? Building A Market Leader Without Advertising Brand Building: From Product To Values, And Vice Versa Are Leading Brands The Best Products Or The Best Value? Understanding The Value Curve Of The Target Breaking The Rule And Acting Fast Comparing Brand And Business Models: Cola Drinks From Private Labels To Store Brands Evolution Of The Distributor’s Brand Are They Brands Like The Others? Why Have Distributor's Brands? The Financial Equation Of The Distributor’s Brand The Three Stages Of The Distributor’s Brand The Case Of Decathlon Factors In The Success Of Distributor's Brands Optimising The Dob Marketing Mix The Real Brand Issue For Distributors Competing Against Distributor's Brands Facing The Low-cost Revolution Should Manufacturers Produce Goods For Dob's? Brand Diversity: The Types Of Brands Luxury, Brand And Griffe Service Brands Brand And Nature: Fresh Produce Pharmaceutical Brands The Business-to-business Brand The Internet Brand Country Brands Thinking Of Towns As Brands Universities And Business Schools Are Brands Thinking Of Celebrities As Brands The New Rules Of Brand Management The Limits Of A Certain Type Of Marketing About Brand Equity The New Brand Realities We Have Entered The B To B To C Phase Brand Or Business Model Power? Building The Brand In Reverse? The power of passions Beginning With The Strong 360° Experience Beginning With The Shop The Company Must Be More Human, More Open Experimenting For More Efficiency The Enlarged Scope Of Brand Management Licensing: A Strategic Lever How Co-branding Grows The Business Brand Identity And Positioning Brand Identity: A Necessary Concept Identity And Positioning Why Brands Need Identity And Positioning The Six Facets Of Brand Identity Sources Of Identity: Brand Dna Brand Essence Launching The Brand Launching A Brand And Launching A Product Are Not The Same Defining The Brand’s Platform The Process Of Brand Positioning Determining The Flagship Product Brand Campaign Or Product Campaign? Brand Language And Territory Of Communication Choosing A Name For A Strong Brand Making Creative 360° Communications Work For The Brand Building Brand Foundations Through Opinion Leaders And Communities The Challenge Of Growth In Mature Markets Growth Through Existing Customers Line Extensions: Necessity And Limits Growth Through Innovation Disrupting Markets Through Value Innovation Managing Fragmented Markets Growth Through Cross-selling Between Brands Growth Through Internationalisation Sustaining A Brand Long Term Is There A Brand Life Cycle? Nurturing A Perceived Difference Investing In Communication No One Is Free From Price Comparisons Branding Is An Art At Retail Creating Entry Barriers Defending Against Brand Counterfeiting Brand Equity Versus Customer Equity: One Needs The Other Sustaining Proximity With Influencers Should All Brands Follow Their Customers? Reinventing The Brand: Salomon Adapting To The Market: Identity And Change Bigger Or Better Brands? From Reassurance To Stimulation Consistency Is Not Mere Repetition Brand And Products: Integration And Differentiation Specialist Brands And Generalist Brands Building The Brand Through Coherence Defining The Core Identity Of The Brand Confirming The Presence Of Brand Core Facets In Each Product Identifying The Role Of Each Product Line In The Construction Of The Brand Graphically Representing The Overall System Of The Brand Checking The Coherence Worldwide The Three Layers Of A Brand: Kernel, Codes And Promises Respecting The Brand Dna Managing Two Levels Of Branding Growth Through Brand Extensions What Is New About Brand Extensions? Brand Or Line Extensions? The Limits Of The Classical Conception Of A Brand Why Are Brand Extensions Necessary? Building The Brand Through Systematic Extensions: Nivea Extending The Brand To Internationalize It Identifying Potential Extensions The Economics Of Brand Extension What Research Tells Us About Brand Extensions Avoiding The Risk Of Dilution Balancing Identity And Adaptation To The Extension Market Segments Assessing What Should Not Change: The Brand Kernel Preparing The Brand For Remote Extensions Keys To Successful Brand Extensions Is The Market Really Attractive? An Extension-based Business Model: Virgin How Execution Kills A Good Idea: Easycar Brand Architecture The Key Questions Of Brand Architecture Type And Role Of Brands The Main Types Of Brand Architecture The Flexible Umbrella Brand The Aligning Umbrella Brand (masterbrand) Choosing The Appropriate Branding Strategy New Trends In Branding Strategies Internationalising The Architecture Of The Brand Some Classic Dysfunctions What Name For New Products? Group And Corporate Brands Corporate Brands And Product Brands Multi-brand Portfolios Inherited Complex Portfolios From Single To Multiple Brands: Michelin The Benefits Of Multiple Entries Linking The Portfolio To Segmentation Global Portfolio Strategy The Case Of Industrial Brand Portfolios Linking The Brand Portfolio To The Corporate Strategy Key Rules To Manage A Multibrand Portfolio The Growing Role Of Design In Portfolio Management Does The Corporate Organization Match The Brand Portfolio? Auditing The Portfolio Strategically A Local And Global Portfolio – Nestlé Handling Name Changes And Brand Transfers Brand Transfers Are More Than A Name Change Reasons For Brand Transfers The Challenge Of Brand Transfers When One Should Not Switch Analysing Best Practices Transferring A Service Brand How Soon After An Acquisition Should Transfer Take Place? Managing Resistance To Change Factors Of Successful Brand Transfers Brand Turnaround And Rejuvenation The Decay Of Brand Equity The Factors Of Decline Distribution Factors When The Brand Becomes Generic Preventing The Brand From Ageing Rejuvenating A Brand Growing Older But Not Ageing Managing Global Brands The Latest On Globalisation Patterns Of Brand Globalisation Why Globalise? The Benefits Of A Global Image Conditions Favouring Global Brands The Excess Of Globalisation Barriers To Globalisation Coping With Local Diversity Building The Brand In Emerging Countries Naming Problems Achieving The Delicate Local–global Balance Being Perceived As Local: The New Ideal Of Global Brands? Local Brands Can Strike Back The Process Of Brand Globalisation Globalising Communications: Processes And Problems Making Local Brands Converge Financial Valuation And Accounting For Brands Accounting For Brands: The Debate What Is Financial Brand Equity? Evaluating Brand Valuation Methods Brand Valuation In Practice The Evaluation Of Complex Cases What About The Brand Values Published Annually In The Press? Strategic Brand Management Interview Questions