Today's social brand - The company you keep makes the difference
Which is important? Being in the right company or not being among the wrong company? The dilemma in real life might not be so critical but in the world of brands not being in the wrong company aka. Not doing the wrong things takes precedence.
As Brand consultants we not only take responsibility to tell clients them in the entire marketing value chain. So the Vertebrand’s Brand identity model not just outlines what a brand must do but also what the brands must not do. This includes where the brand must not be physically available, which media vehicle/ program the brand must avoid and all those consumer touch points which is a big no-no for the brand
Most brand owners pay attention to the former but somehow do not think much of the latter. Which means, while they diligently implement what needs to be done, but they don’t take seriously what should not be done. They don’t realize that in the world of brands being seen in the wrong company(place) and doing the wrong things have far larger repercussion.
There was a real estate company, who stood for great value delivery as their brand promise. The parent group is a large organization with tremendous goodwill. Hence there was immense pressure on the real estate company to move away from being a mass market real estate brand to being a premium real estate player. Also given the challenges of the real estate sector it was identified that unless the real estate company changes the brand perception, it cannot attract premium clientele thereby threatening the long term survival of the company.
So far so good. The intent was clear, the strategic road map for the transition of the brand was done. There was concrete effort in the mass media to highlight the new value proposition of the brand. But the disconnect was seen in BTL activities. The brand was simply everywhere. For example property expos attract a lot of potential consumers. Instead of being choosy and participate only in those expo’s where other premium real estate brands are present, the brand choose to participate on every other expo.
What is the message consumers get, when this happens? Obviously they are not closer to success. In the consumer mind most mapping is relative. Your position is define by how you stack against others. So if you are seen by the consumer in the company of the wrong brands, even though you are better than them in many ways you are going to be slotted with them. Conversely if you’re in the company of the right brands even if they are your competition, the rub off on your brand image is far higher and ignoring it is very costly. All your brand efforts can come for a naught when the company is not desirable
Remember, right company is not important for not just Page 3 personalities but for brands as well. Ignoring it is a serious offence