A brand is a complex thing. It is composed of a number of elements both physical and perceived. When discussing a brand, you need to be clear which part you want or need to investigate. The physical product, service or institution. Or the perceived character, mentality or manner of the brand. In most conversations about brands, these two aspects of a brand usually get blurred. Often leading to a confused exchange.
We at Brandology are very aware, that these two very different aspects of a brand, need to be analysed and discussed separately from one another before they are integrated into one inspiring whole.
The marketing community is increasingly being convinced, that the best (and sometimes the only secure) way to develop a brand, both physical and perceived, is by tapping into Big Data. This can steer them and help identify opportunities in markets. True! But, although they can lead a marketer to opportunities, it cannot create brands. Creating a brand remains a creative and intuitive craft.
Some of the most successful brands launched over the last 100 years have not been created by big data. They have been the brain-child or passion of an inventor, entrepreneur, genius or creator, who just intuitively believed in his/ her idea.
Brands such as Coca-Cola (1886), Perrier (1898), Toblerone (1908), Mini (1959), Star Wars (1977), iPhone (2007) are just a few.
We at Brandology are intuitive experts and sparring partners, that welcome both creators and curators. We observe, pinpoint, create and structure the core of a brand. To pave a brand’s future with inspiring opportunities over a solid foundation.
We help to untangle the present, see the new and create visions for the future.
To become a successful new brand demands massive amounts of energy, commitment, and finance. But to keep a brand virile and relevant after a launch requires very different skills. You could use the analogy of the inventor, being the creator, and the marketer, being the curator.
We believe that most marketers are engaged to keep the original ‘invention’ robust and healthy. Not to vastly alter it. To do this effectively the marketer needs to continually listen and observe their market and the performance of their brand.