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Marketing does not make unique brands.
Let me quote Patrick Dixon, chairman of Global Change when he states “marketing can not predict the future”. Marketing can merely show a momentum that is not further than ‘here and now’.
Before anyone accuses me of discrediting the importance of marketing, we are talking here about the accuracy of disciplines to deliver relevant output. In my experience whilst having dialogues with marketing and communication managers, many times the question arises “what about the perception of the consumer”? These questions make sense within the context of measuring the temperature of the needs and expectancies of the consumer. But when it comes down to defining the brand’s DNA (building block of the brand), I am somewhat puzzled to understand why major companies show lack of personality.
If we inquire the consumers, we will obtain information that is useful for the investigator but also for competitors. A consumer is self-centered. He is looking for self-accomplishment. Even on marketing level, the consumer will not be able to predict his future needs. How much does he know about technological and non-technological possibilities that will facilitate his life? Can you imaging a man on his way to conquer a classy woman with the question, “who do you want me to be”? One possible answer could be “how about just being yourself”. Ridiculous? This is what many brand owners are doing.
I believe that the ultimate goal of a brand is to establish a relationship with its customer. I am not talking about loyalty. A loyal marriage between two people does not mean that they are committed. I am talking about a relationship in which the consumer turns into an endorser of the brand.
So, do you really want to ask the consumer how you should behave and look like? Most probably he has already given the same answers to your competitor for another survey.
Since the consumer is need-driven, he will answer from his needs point of view. It should not surprise you that if you define your brand-DNA according to these conclusions you might look a lot like the other brands. I compare it to the anecdote of a woman buying a dress for a party and facing the nightmare of an encounter with another female specimen being dressed in exactly the same outfit.
What is the chemistry between a brand and the customer? The conversion of their needs throughout the identity of the brand. What creates relationship is not simply the conversion of the needs but the way the brand does it. This is what makes brands unique. So, the question is not ‘how you would like me to be’, but rather ‘tell me your needs and I will respond to them my very own way’.
Responding to these needs in complete unity with the personality of a brand is creating opportunity for a relationship. How your brand converts those needs, nobody else can. Consumers even accept some weaknesses if they are involved in a relationship. Otherwise, there is someone else ready to take it over.
Marketing is the tool to define the needs of the consumer. Yet a brand has to look for his proper coherent DNA and identity and stick to it. Don’t be surprised when consumers are drifting to other lovers once your brand behavior is showing inconsistency. Do you feel comfortable with a person who is always in a changing mood, always looking for his inner self? Tiring isn’t it? Why should the consumer put up with a brand that is always searching for his “proper identity”? Or worse, changing his identity depending on what is hot with the target group.
Branding is showing outside what your are inside. It takes more than marketing to develop a strong brand. It takes, guts, character and vision.