Last blog, I had written what I felt was good and what a brand needs to do. However in this blog I concede that it was really stupid. It is exactly what a brand doesn’t need to do. The inferences and remarks I had regarding the brand strategies is exactly what a myopic brand manager has. Someone who forsakes the brands image in the long term for a short term blip in profits. Once you start associating with almost anything that you can put your name to, it results in dilution of your brand image. Look at chevrolet.The brand loses the word that it owns in the minds of the customer. It results in good companies but weak brands. And brand strength is what is going to sustain you when you are in a crisis. All these extensions weaken your brand and make it easier for a competitor to attack you. One might argue that Adidas is doing good as far as market share or profits are concerned. But in a market where there are majority of the players are doing the same mistake, the brand that commits lesser mistakes wins. Being around a customer all the time might even lead to “ brand grantedness”, where you take the brand to be granted and the brand becomes generic and the perceived quality falls over a period of time.
Tag Archives: brand swamp
Five years back I bought a T-shirt. It was a time when Rs 400- 500 for a T-shirt was pretty high. Soon those T-shirts were becoming common in my wardrobe. I needed a nice bag, which I did buy, it cost me close to Rs 1600, whereas the last bag I bought when I was in school was just for Rs 400 or so. I needed to buy sneakers and bought them for 1500 whereas, before that I had bought some sports shoes for just around Rs 500 and I really did not care what brand it was. I started using a deodorant that was for Rs 200 whereas the normal price was around 100- 120. Tested different varieties in that and loved one of the fragrance and soon found out that there was a cologne of the same fragrance too. Bought that. Hey, soon I noticed that there was an after shave of the same fragrance. Bought that. Soon, I got to know about their body wash too. Bought that for 150 bucks whereas just before that I remember being hesitant to buy Dove that cost Rs 40. All the purchases that I am talking about is the brand of three stripes. ADIDAS.
A brand that first that introduced me to their sneakers to sportswear to bags to deodorants to colognes to after shaves to body wash and the list goes on.
Now when I look at what I have, a lot of it is Adidas. I am in constant exposure to it, one way or the other. Without me being a brand loyalist of Adidas, it managed to encroach upon my purchasing decisions in ways that I never thought. Earlier I used to hesitate buying a 45 rupee dove soap but I know want to buy the 150 rupee body wash.
To me it’s a perfect example of what a brand needs to do. Just flood into the lives of your customers in every way you can. Make use of their preference and build upon it, product by product. Today I know that there are products better than that but somehow I don’t want to change my preference. They should make the customer ready to pay a premium for their purchase just because he/she thinks that it is something different that is in their hands and it is worth it. Be sure you are with your customer all the time. In the form of a bag, shoe, socks, deo. Whatever form. According to me if I am wearing Adidas and enter a Nike store I am less likely to buy from there. I have no numbers to prove it but I believe its true. It is the best form of visibility any brand can have, by actually being with the customer in both tangible and intangible ways. It is stronger than any effect a brand ambassador can produce.