Regarding a lucky T-Shirt, obviously the important part is its “essence”. The moment when you got it, whom you got it from, the important moment when you was wearing it… in short, the confidence that you feel, and the memories you recall when you wear it.
But it happens that, one day, the shirt starts getting old, the cloth wears out and the print becomes blurred... and even when you have a big engagement with your Shirt after all those years, it’s not enough to keep wearing it in the important moments. And this can result even before the shirt gets old if you find a new shirt that you like better.
The same happens with a brand, consumers’ love can dilute, or can be replaced with something else. The difference is that brand managers are aware of this and, when it comes the time when the brand stops being a good Casanova, they just carry out a great brand makeover, changing this “essence” which seemed the cornerstone of the brand.
So, if neither its “tangible” elements nor its values and ideas are the brand’s soul, since they can be changed. Which is the key piece of the brand jigsaw?
Precisely that, the change, the flexibility to be what they want to be for whom they want to be loved by. The same as the best products are those that understand their market better, the best brands are those that understand their target better.
So true Alfonso, but do you really think that there is nothing in the essence that never changes? I mean, I don't think Coca-Cola can ever leave its essence of happiness. You think they could change it into something totally different?
ReplyDeletePrecisely they chose "Happiness" because is a human aim that never changes. But "happiness" in 1900 was being healthy, therefore their messages. Some years ago "happiness" was being together with the people you love. And today "happiness" is thinking that no crisis can slow us down.
ReplyDeleteIs this an example of changing?
Thanks for your comment Irene (A www.brand-in-g.blogspot.com