The brand’s role is to present a product. The product is presented under a specific brand, a specific package, at a certain level and under a certain advertising spot. So what is it that a brand does? Exhibits a product.
The brand does not sell the product. The salesman is the one that actually sells it.
What does the product do? Satisfies a certain need or desire. In the mind of the consumer a need is the same as a desire. There isn’t a big difference between these two words. But the word “difference” is what the marketer needs to control. It’s what must be exchanged for an equal sign and added between need and desire.
In the mind of a consumer need=desire.
But what if a brand could satisfy more than a need or a desire? What if it could actually help the client in his life? Making the little one big! Making the ugly one pretty! The bad one, good !The unloved, loved! (I do hope this could happen in a perfect would)
What I’m saying is that a brand should have two purposes:
1. Presenting a product
2. Helping the client
So what does a brand do? Presents and helps!
I believe a time will come when smaller brands will be more valuable than big brands. A time in which the consumer will choose a brand because it offers more than a need, a feeling or a memory. And it will all come back to the consumer’s attitude.
A brand will distinguish itself from another brand through the attitude a consumer can obtain by using it.
Just look at the attitudes of the clients/fans of: Apple, Mercedes, Audi, Starbucks, Virgin, etc.
I believe that new formula that gives the consumer an attitude it’s already cooking in the “laboratories” of certain small brands.
Make your brand give the consumer a certain attitude.
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