Be visible EVEN IF YOU SMASH YOUR BRAND OR REMOVE THE LOGO
Be visible EVEN IF YOU SMASH YOUR BRAND OR REMOVE THE LOGO
Be visible EVEN IF YOU SMASH YOUR BRAND OR REMOVE THE LOGO
Brand is memory. Is anybody listening; sure somebody is listening. There is fable about a local man who claimed to have heard a frog croaking in Oke Arin Market in Lagos. When he was told that it was impossible to hear such a sound in the hustle and bustle of the noisy market, he proceeded to prove them wrong by dropping a coin. It was observed that everyone quickly checked their pocket at the drop of the coin. The busy people could hear the twang of a coin on tar. (Parable) people sense what they listen for. There is a link between the consumers and patronage of any brand and indeed all successful brands. Without this "connectedness or association" the brand will not enjoy critical attention or customer loyalty.
The lucid way to develop "brand association" is to give the brand a "personality"; we humanize a brand by giving it personification dimension. When brand is humanized, it gives impetus to consumers' loyalty.
Successful brand manager attach behaviourial attributes as well as personalities to products. This is for a lucid definition. We could for example say the Microsoft is "aggressive", Apple is "Creative", Coca-cola is "Youthful", Caterpillar is "rugged" General Motors is "innovative", Legend Cars is "adventurous" LG is "invention", Nokia is "trendy".
These entire great brand resonate their core value, by changing "utilities or utilitarian products into objects of desire. Athletic shoes are utilitarian objects; just running shoes you might say; But by associating these shoes with some of the biggest names in professional sports; Polo turned athletic wears into fashion accessories and objects of desire, by knotting such product with Michael Jordan a Basketball Legend, likewise Nike alliance with Tiger Woods the Golf icon.
Desire which are only created by carving a difference in an advance echelon, to get attention. Attention is money and its one of the world's scarcest resources. Every business needs attention. Those who don't have it want it badly while those who have it want to retain at all cost.
The dissimilarity between companies who get attention and those who don't is brand communiqu. There is this, GSM repair engineering outfit, which have created rarity. By carving a great physical evidence for it store or shop by renting a (standard office apartment), with full air-conditioned, lighting and cable Telecast on the top corner of their office (side-Attractions). As they charge premium because of the attention it get from the traffic it all about perception; build a classic image for your offering and people will create value, likeability, preference and confidence in the heart of the traffic i.e. Brand equity
They have packaged their GSM repair engineering success to the new horizon (extra-mile) others never dream.
The ironically phase is that they will only render the same service as the road-side GSM repair engineers, but they have the unfair advantage of pricing triple than others or (road-side engineers) will price.
The whole world never for once celebrates similarities but differences. The business that have the highest attention have the largest share and ROS (Return on Attention)
Think about it.
Give them the reason to pay attention, even after smashing your brand, like the current global downturn is smashing brands globally
An Article; Moronkeji Oluwasyi Ibrahim.2010 Take it from me, i'm not a Doctorbut i can heal the deal...
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