Me and My Brands

Jean Aw | May 6th, 2009 - 08:00 AM
(5) Found this useful. Do you? Yes

Brands often feel like that best friend you had in kindergarten that you kept in touch with through college and beyond… you’ve grown up with them… remember the awesome adventures you had together, trouble you got in together… and those things they did that you thought you’d never forgive. Even if it was something as silly as taking the last red lollipop, knowing it was your favorite. But you made it through… until they made friends with your mortal enemy… but sure, after a week of not talking, somehow you worked things out and are friends again.

Silly isn’t it? But i often see brands and my relationships with them like friendships or acquaintances. Each one has a personality of it own… is constantly evolving… and sometimes totally rubs me the wrong way. But the most important thing is ~ there is no real constant. If the brand is too stagnant, i may outgrow it or get bored and move in. If it moves to fast, i may hate it for one phase, but love it again as it comes closer to my tastes.

Face it ~ we all love a good story ~ some juicy drama ~ our curiosity is insatiable!

In a fascinating post from the Continuum Design Blog about the troubles Harley-Davidson was having regarding its brand, they have a great quote:

Former Starbucks CMO Scott Bedbury said, “A brand is a metaphorical story that’s evolving all the time. This connects with something very deep – a fundamental human appreciation of mythology. People have always needed to make sense of things at a higher level. We all want to think that we’re a piece of something bigger than ourselves. Companies that manifest that sensibility in their employees and consumers invoke something very powerful.”

That being said ~ can you image the tale of your company or product? The story you want to tell? The ending or sequel or future you see it having? What myth would live on forever to tell your origin story?

And personally… can you picture your brand BFF? Or would it be a BBF (best brand friend)?

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COMMENTS

5/6/09 - tommy Says:

Regarding Scott’s quote “We all want to think that we’re a piece of something bigger than ourselves”, certain brands have succeeded at using that ancient need to amass a devout following in much the same way that world religions have gathered their own legions of followers. In that regard, the Brand (capital B) has in some instances become a religion unto itself. Let’s remain aware of what we’re worshipping as we move into the second decade of this young century. (Example: If they promoted PEACE as a “brand”, the way they push retail products on us, no one in their right mind would be able to support a war on anything.)
5/6/09 - Marc Says:

The best quote I’ve ever heard about how to think of a brand, is that it is the sum of all promises you’re making to your customers. Love that way of thinking.
5/8/09 - Carl V. Natale Says:

I agree that storytelling is a great way to advance a brand. But make sure the hero of that story is your customer. Your product is simply a prop that allows the hero to solve a problem.
5/12/09 - AngelaAtHP Says:

Carl —
I can certainly relate to your point of view. I love sharing customer stories and how our products and services help make their businesses and everyday lives better and their exceptional moments shine brighter.

I’d love to get your feedback on two such stories:
Sweetpea Bicycles
The Pioneer Woman

Thanks,
Angela LoSasso
Twitter: AngelaAtHP
HP Creative Studio