The Truth About "Brand"!
Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, product, person or issue.
'rational'.
The element that appeals to the logical side of our brain. You can see evidence of this in price, mpg figures for cars, and detailed facts. You would rarely see the emphasis on this aspect of a brand that aims at the luxury or lifestyle market.
The very best brand managers balance ALL elements to create an overall image that they wish to project. Done well, the whole 'feels' right with no dissonance that makes us feel uncomfortable or makes us do a double take. For example, for me it's when mobile phone companies talk of us having choice and competition whilst locking a phone to 'their' network.
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Brand is the proprietary visual, emotional, rational, and cultural image that you associate with an organization, product, person or issue.
'rational'.
The element that appeals to the logical side of our brain. You can see evidence of this in price, mpg figures for cars, and detailed facts. You would rarely see the emphasis on this aspect of a brand that aims at the luxury or lifestyle market.
The very best brand managers balance ALL elements to create an overall image that they wish to project. Done well, the whole 'feels' right with no dissonance that makes us feel uncomfortable or makes us do a double take. For example, for me it's when mobile phone companies talk of us having choice and competition whilst locking a phone to 'their' network.
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