brand can mean a lot of things to a lot of things to a lot of people these days.
we’re hearings about consumer goods and retail products living and dying based on ‘brand’ as actual product has little true differentiation. we know that consumers have the control – that they dictate what the brand is. we’re also seeing millions of dollars being spent/invested in brand development, strategy and deployment.
Here’s Seth Godin’s definition of brand:
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. ()
i think he’s on to something here. instead of talking about all of the assets and palettes and logo variations and guidelines and taglines and paid representatives and placements that comprise ‘major brands’ and ‘billion dollar brands’… talk about the role of a brand in a story or experience and the outcome because of it.
companies should be telling their consumers’ stories. if a product/good/brand is truly doing its job – if it is serving the customer/client and adding value by enhancing or creating an experience, then telling the consumers’ stories will, by default, be telling the brand story.
the vids below are examples in a specific industry – spirits – but i think the spots do a great job of telling stories about people. you find yourself understanding them not only in these instances, but imagining the back stories as well as projecting into the future and being able to construct what very well could be. you are thinking about people and experiences and thus the brand evolves from a usage situation into much more. it is a part of a lifestyle, a component in a process, an element in a look, a feel, an atmosphere. the brands assume characteristics of those who have purchased it, or, is it vise versa? the blur is the goal.
what brands should tell your story? what are the brands that, removed from your life, would remove part of your story?
and my very favorite (messaging and execution)