Once upon a time a brand was a mark burned onto an animal to
indicate ownership. Later brands came to mean the names of products.
Today a brand is much more than the name of a product. We now consider brands as if they were a
living, evolving entity, not simply the name of a car, airline, or a pair of
shoes. Nations are branded and
individuals are urged to consider their personal brand.
Brand characteristics are studied, discussed and worried
over by marketing people worldwide hoping to find ways to engage (obtain, hold)
customers. It isn’t enough to have a
good product, price and pretty logo. A
brand must somehow be something special.
Which takes us to a recent publication by the trend
forecasting service Trend Watching. They
provide information on consumer trends around the world. Their most recent report highlighted what
they call the newest type of brand: one
that is Enlightened. What does that
mean? Enlightened
brands “will take meaningful action to improve individual lives and the wider
world.”
According to their research these entities are: Restless
(working to make the world a better place), Empathetic (know what pains their
customers and how to help them) and Demanding
(expecting to change their customers to become their best selves)
Who’s Enlightened these days?
Demanding:
E4, a UK television channel suspended service on the day of
the general election, encouraging viewers to vote.
Empathetic
Audi created an app that connects stranded drivers with
drivers of Audi’s 4x4 vehicles who could rescue them.
Restless
Vodafone offers guaranteed maternity pay worldwide – even in
countries where it isn’t required.
No longer static marks - brands are alive and active. (At least in our imaginations). Which ones should have this designation? Which ones should be added to the list of The
Restless (innovators), Empathetic and Demanding (be your best self) - the Enlightened ones?
Posts
No comments:
Post a Comment