Brand. The origin of the word is clear enough. To identify ownership of live-stock, poor beasts got their owner’s logo burnt onto their behinds. Very appropriate perhaps for a country whose international commerce has its roots in the livestock industry.
But then starts some confusion in common understanding of the modern commercial meaning of the word. Based on it origins, many people confuse the concept of a modern brand with a “logo”. Others may confuse a brand with a tagline or slogan.
Brands reinforce values and beliefs held by consumers. A brand is the emotional relationship existing and potential customers have with a product or service. Clearly, get that right, and the cash registers will sing.
Enter Stage 3 in the history of modern branding – the internet, and digital branding. “Death of Advertising” has become the cry as viewers go to put on the coffee during the very expensive reach and frequency calculated TV ads. All that money spent recording the jingle is sent up in smoke by the now popular use of the mute button during those intrusive breaks in the programme or movie. Non-solicited advertising, typified by Google Adwords, has become the hot new genre. Don’t call us, we’ll call you, say message-overloaded consumers. And fair enough.
So taglines and strictly guarded logos are becoming less important. 21st century brands are typified more by the keywords that a prospective customer may type into Google to find a product or service, or even just some information. Your fancy logo means nothing to Google, which of course is only interested in text, not graphics.
The ground rules for successful brands are now changing radically. This creates opportunities for marketers to be even more innovative in how brands are developed.
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Tags: 100% Pure New Zealand, adam morgan, advertising, brands, clean & green, clean & green NZ, Clean and Green, clean and green New Zealand, clean and green NZ, death of advertising, digital branding, google, jingles, Kaitiakitanga, logos, slogans, taglines
[...] theory, and probably more than half right. Where it fell over was in understanding what a brand is. A brand is not a logo. A logo is just part of a tool kit that supports a brand and helps make it more tangible. Recall [...]
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