Have you ever wondered what makes a brand successful?
Think about the world's most famous brands, now think about your favourite brands and try to understand what it is you like about them, why do they appeal to you. Why do you prefer Nike over Puma or the other way round? Why do you feel attached to Apple? Does Starbucks have the best coffee or why do you spend more money on it instead of on another cheaper coffee? Do you sometimes feel like a brand gets you? That it is able to represent what you stand for? If the answer to those questions is YES, don't worry, you are not crazy and you are not alone in this. Consumers tend to attach themselves to the brands that "speak to them", but how do brands accomplish this? Through their stories.
Brand Mantras
Brand mantras are a way of describing the brand's story and its essence; they are short, precise, and are able to convey feelings and emotions. Therefore, effective brand management is basically about storytelling. We are going to talk about different brands and their stories to explain the latter:
Disney
Disney's story is about magical moments, it is not about theme parks (like Six Flags) but about spending a day in another world and living an amazing experience. This is what differentiates Disney and how it is positioned in consumer's minds, its essence.
Image via Google - https://975kgkl.com/everything-announced-at-the-d23-disney-films-panel/
Nike
Nike is about empowering athletes, not about its sneakers.
Image via Google - https://www.wweek.com/news/business/2018/09/05/nike-buys-air-time-during-nfl-kickoff-for-its-colin-kaepernick-ad-made-by-another-oregon-company/
Puma
Puma is about having fun, it has a completely different story from Nike and the consumers that relate to each brand are different, even though their products are similar.
Image via Google - http://lacymaxwell.com/track-record/puma-social-tour-club/
Coke
Coke is a story about being with loved ones and having fun.
Image via Google - https://adsofbrands.net/en/ads/coca-cola-taste-the-feeling/11301
Harley
Harley Davidson is a story about rebelling and going against the conventional settings.
Image via Google - https://www.amazon.com/NewBrightBase-Kid-Rock-Robert-Ritchie/dp/B011EDMY8C
These are just a few examples, but the key points to take away from them are that brand image is created through telling stories and conveying a meaning behind the brand which represents its essence and this is what differentiates it and builds brand equity.
What are your favourite brands and what do you think their stories are? Comment below!
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