Friday, March 9, 2012

Content challenge: The nature of a brand

OK then. I put what I called a "content challenge" to my students in branding. It revolved around discussing the nature of a brand according to chapter 1 of the Uncles text we are using. Here's my effort. I thought I'd stay in the sauces and chutneys area - I was cruising around DJs and I'd made some chutney this morning.

Price marks: essentially everyone in the "chutneys" business is working with similar raw materials at similar prices - sugar, fruit, spices, labour, packaging. The wall full of chutneys and sauces represents a whole bunch of different producers trying to make themselves a little special and get a little more than the economic price.

"Make it nice, try to get a better price"

I put a caveat on Beerenberg up the top there, who are probably not doing a bad job of doing the second of these.

Trust marks: I know we've changed product categories a little here, but the principle is the same. So we have a brand called "Fountain" which does a whole heap of different sauces with consistent label styles and bottle designs, in the hope that the consumer takes this as a sign that "if it's made by Fountain, we can expect x, y and z". In that vein, then Beerenberg farms are probably doing a great job of it. More power to them.

An old customer buddy (ex-production guy from Chapmans Matt Noske) is still working there. I hope he lets me call him a buddy.

Lovemarks: OK then. If I have to stretch myself into this territory, perhaps Tabasco might be a lovemark. Kevin Roberts will do the whole talk about lovemarks if you let him. But the idea is that lovemarks transcend brands. It's more than all those things like brand awareness, brand image etc - it's about deep emotional commitment to the brand.

Sure, I love my Tabasco, as much as you can love a condiment. mmm.

I love my Barina. As much as I can love a car - I suppose.

I love my apple products, but they're all great products. And I trust that the next one I get will probably be pretty good.

What do you think? Is there value in thinking of brands as Lovemarks?

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