This internal dialogue inevitably turned to a thought about branding, and how a brand's customers end up representing and communicating the brand's positioning via their actions. After all, it wasn't the BMW that was almost running me over, it was the drivers, but still I thought of it as the vehicle.
I guess Abercrombie & Fitch recently began to notice who wears their clothes ends up reflecting the type of brand it is, hence they've asked Michael “The Situation” Sorrentino, from Jersey Shore, to stop wearing its products.
Looking at the kind of people who associate themselves with your brand (i.e. wear, drive, use, etc.) defines the kind of brand you are. So maybe it becomes a question of targeting. If A&F didn't have half naked teenage models standing out front of its stores, with blaring clubbing music at all hours of the day and oozing of an offensive amount of cologne, maybe it wouldn't appeal to a half naked all-hours partier like "The Situation".
A&F's stores are designed to appeal to people like "The Situation" drawing them in, and then they act surprised when he's actually wearing their products? If they genuinely want to stop attracting people like "The Situation", the brand experience must change to reflect they type of people they wish to attract and feel are better suited to the brand they are or want to be.
So maybe BMW should have a test for prospect customers to see if they make the cut for being BMW drivers, which I hope includes those who don't want to accelerate when they see runners. Who knows maybe the quiz to be selected as a BMW drivers will make the brand more exclusive and stimulate greater demand... just a thought.
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Your post resonated with me. I agree brands are ARE people or at least the sum of them. We all know that brands are now at the mercy of their customers through the rise of social media, and as you are pointing out through the actions of their or brand guardians, official or not.
ReplyDeleteHowever I think it is more incestuous than that. It is not just the external forces that Brands have to worry about but internal forces as well. The word brand equals of course reputation and that reputation is not in the hands of any one group anymore, it is in us all both customers and employees.
Steinar - Thank you for reading my blog. I'm gad to hear you enjoyed the post. I completely agree with your statement regarding internally people impact the brand as well. In fact, I wrote a post on this a year ago. Here's the link: http://www.morethanalogoblog.com/2010/03/people-create-brand.html I think you will enjoy the post.
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ReplyDeleteYour post sounded like me. I agree with the marks are Have the people, or at least the sum of them. We all know that brands are now at the mercy of its customers with the advent of social media, and why you should remind them, or through the actions of guardians brand, official or otherwise.
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