Recently I’ve been reading text from Brand Bible (edited by Debbie Millman) and came across the chapter of strong brands that now have been the pop culture globally. And yesterday, I was ready an article from Fast Company by Brian Millar about strong brands that are still be people’s favorites among other brands in their respective category. I tried to make a link of those two writings.
There are 2 aspects that bridge consumers loyalty and the brand. Those are necessity and emotional aspects. Necessity aspect tho, was the start of it. Before the industrial revolution, brands were not even to look at as long people got what they need even in a very minimum standard of quality. The mass produced products came to market the same time as the rising of the world economic and now they pick a brand that they can relate and trust to. Therefore, they pick a brand not out of necessity anymore.
Now if we go to groceries store and we are bombarded with couples of brand of its kind, we normally pick which packaging speak the most to us. Which label sounds convincing and trustworthy. Or maybe we picked a brand just to test it out of curiosity. It already sounds like it play with people’s emotion.
On the article by Brian Millar, he mentioned that brands which advertising are still the mass attention are brands that have an emotional relation to those who watched it. That is true. And no longer the product they advertised matter anymore (if not it would be secondary). Funny, useful, beautiful, and inspiring are the qualities top-long-lasting brands have in common.
Medium in this case matters. To reach the mass means also to adapt on how they spend most of their time with. Before it was the car and the road, but now it was on the internet. Twitter, Youtube, Instagram and Facebook post is the new television advertising from back then. These are some of many ways they can emotionally relate to us without shouting about their product.
Brands do need to be necessary in order to be successful but to be emotionally relate to the target should be take into a priority after product definition. These 2 writings, on Brand Bible and Fast Company, might not be related directly but it’s like the cause and effect kind of relation. It made me think, maybe to be emotional is not bad afterall, especially when it comes to create a brand that speaks.