ROMANCING WITH THE BRAND

“What’s in the name” is no more the Shakespearean line applicable to the world of branding. A brand today is more than just a label; it’s the vow of satisfaction and belonging that a company, product or an individual provides to the consumer. Is creating brand loyalty not making the consumer a Monogamist, well that’s the only way the romance will last between the brand and the consumer. If brand was mere a logo then why a brand like “Xerox” became a synonymous for photocopy or “Coke” for cold drinks. 

     In a world of “Me too” products, it’s essential for a brand to stand out in the clutter and catch the attention of the consumer. The brand should make the consumer feel emotionally rather than on any other parameter e.g. if “Just do it” strikes cord with an athlete, he’ll buy it. It’s all about keeping yourself in the shoes of the consumer, feeling the pulse.
    
     Taking an example of the iconic brand “Playboy”, it faced lot of criticism initially for being perceived as just about sex,crimes and drugs, but who knew that this rabbit in a tuxedo could revolutionize the world of men magazines. It positioned itself so well over the years and emerged as a relationship brand. What Jimmy Choo is to a shoe lover, Harley is to a biker, Ferrari to a racer or Starbucks to a coffee lover are some perfect examples of relationship branding. 

    But what companies forget is that a brand loyal has to be converted into a brand advocate, one who defends your brand and convinces others to buy it. This can only be achieved by giving more than just satisfaction to the consumer, its giving trust and long term commitment. Instead of focusing only on acquiring new consumers, companies should focus on retaining the existing user.

A brand gives hope to a consumer- a feel good factor. When Coke launched new coke, it saw its customer base dwindling as it betrayed itself because people starting thinking that what was wrong with the old coke. It contradicted its own image. Innovation and change is necessary but at the same time they should not forget the basic essence of the brand.

  Many brands which refused to adapt to the changing needs of consumers have fallen flat on the face and  never recovered, a classic example is HMT watches in India. It is no more the battle of minds, it’s the battle of hearts & emotions. It’s a long live promise that has to be made with the consumer and lived up to the expectations. like for me Porsche is  the brand that  represents me haha ; )  don't know when I am gonna drive one, but one day and because of  this reason I call it "Romancing with the Brand" !