If you look around you, you will see that we are inundated by brands. Things that were only products and services until recently now want to be brands. Why?
As we all know, the major reason is that a brand resonates with consumers. It is not just a product name – it is a series of emotional responses evoked in the consumer. A brand is a best friend. It is the cool guy on campus. It is the thing we all aspire to become one day. People do not buy brands because they need them. They buy brands because they want them – brands express a person’s character and individuality.
“People will buy Nike because that is who they are – not just any random pair of sneakers. People buy Coca-Cola because they know it and trust it.”
But how does your regular product become a brand? Sadly, it is not just a matter of declaring your intentions. A board of directors cannot mandate the change, nor can a creative director simply propose a new logo. A brand is much more than that.