UKNM: Let's draw a couple of threads together re branding

[Lois Grayson]

OK lads I've been watching the Nutrivida brand debate and Tim's 'where's the business plan' ranting and have decided in true Brand Goddess (TM) style to respond whilst v v drunk. Bear with me.


To a Buddhist a cup is neither half full nor half empty but has potential to be both/either.


Translating this to the mundane commercial world we get the Mystic Law of the Oneness of the Brand come Product


I.e. In order to be immutable the brand must promise what the product delivers as surely as the product delivers what the brand promises (ref Reiss re immutability)


To consider the brand and product as separate entities is to deny their inseparable nature


There is a middle way (chu)


In other words one is a manifestation of the other, and if it isn't your business will not prosper - heuristically, people will only psychologically accept a brand if their experience of the product is good. And a good product experience will only deepen their acceptance and appreciation of the brand. As with all things this goes on and on and on and on....in circles.


And, Timmy Tim Tim, from my experience (a long story) the key purchase driver in the freight logistics sector isn't price, it's reliability backed up by availability/capacity - any dumb half-arse with a van can undercut a quote but won't necessarily win the job - which is why Stobbart's appropriation of reliability/availability as  brand values via exploitation of a natural behavioral 'virus' (spontaneously beeping Eddies on the motorway) is a cool way to create an unique sector positioning - ultimately albeit not directly supporting sales, and thereby making money.


I could quote Ogilvy at this point but will refrain for fear of sounding even more pompous 


Lois



Lois Grayson

Virtuality

07957 360880

0208 549 1166 



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