Actually this is useful not only to the living creature but also to enterprises. For them, let’s agree, we have to make a bit of adaptation but the essence remains and should take seriously into account by any marketing professional:
“Every brand has a company behind it but not every company has a brand on its fore.”
It surprises me that still today, XXI century, consumer plugged in the most elegant ways of the brands approaching, we can though see companies whose brands just subsist. It’s generally about companies somehow related to or coming from the tech world, or whose main members are engineering bachelors who end up leaving to the latest step the concern of dealing with their target audience. Nothing against engineers, let's let it clear. Without them we couldn’t enjoy the greatest products’ inventions that get to us and that are able to even change our way to connect to each other, behave, think, live...
It is exactly this usage mind that lacks to some firms. They get focused absolutely on the technology or on their products’ high quality as it were quite enough to grab what’s on the other side of the bridge, the consumer.
There ought to be some reason for it. Some will say that Apple – always Apple – has never sought an impactful path to talk to consumers. They will rather say all Apple has taken into account is the innovative methods to do its products – and voilà, it is the consumers that are, on the contrary, going after it.
By opposed to the 50’s consumer, the nowadays’ will follow your company or your product just if you are able not precisely to innovate but instead to revolutionize a habit. The Apple’s success that we can see comes ultimately from 2 things: the minimal complexity to use its products; and the maximum design that wrap them up. It is about a top model's beauty outside with an Einstein intelligence inside, enough to make any entry user deal quite easily with the machine and not remember at all about the oldish, complicated 70’s thereof. Apple products’ attraction is so evident that indeed is needless of comments, needless of communication, needless of getting closer to the other side of the bridge, as it naturally gets to make the other side move towards itself.
The fact is that one can’t find around a company able to revolutionize its category all of a sudden. Million are the companies whose products are too similar with the competitors’. If you’ve got a revolutionary product, throw this text away. But I guess you sell something sold also by someone else, pursuing the same quality, the same features. This is the moment the firm cannot waste time by focusing only on the product; there’s need to resort to tools that somehow show the consumer that its product has something able to make all the difference. The difference is in its majority subjective, when not subtle, but necessarily comes from the parallel stuffs fencing the product, such as client service, sales methods, firm’s values, firm’s personality, firm’s brand.
By counting only on the product quality your firm will get too limited when it comes to grabbing the audience. Building a brand, by preferably using the always careful brand architecture tool, broadens this dimension by making the audience realize that, besides a tangible product, they are also acquiring a certain style of thinking, of positioning, a language that matches them. Whereas the product gives the material offer, the brand gives the offer of value.
It’s pitiful to see the most high tech products having a communication not proportional to them. It’s not even communication by the way: what they do is to inform, not to communicate. Informing is to say what is available by what price up to when. Communicating is to drop a hint about the product’s usage so that you have a clear benefit able to be identified by anyone. Have you ever notice throttling, small-brand companies don’t almost come along and, when they do they just inform rather than talk to their audience? It’s not worth being good if people don’t know you – something valid both for a professional and a company...
As the Biology entitles this little thought, may everybody notice the brand is the evolution of the enterprise, the species that survive thanks to their products’ sales, we do know it, but their products’ sales, as surrounded by too many similar, will just happen nowadays if besides the offer of price can the audience realize the offer of personality. Instead of consuming by the material need, people do it by the need of figuring out and recognizing their own style, their own brand, on another’s brand.
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