Raising A Good Brand
A brand’s growth is an unpredictable, abstract and even mysterious process. Much like parents have specific ideas to which they steer their child’s maturation, so do a brand’s parents strive for what they think is best, in terms of sale goals and market position. In utero, the stage is set. Instead of investing in cribs, wallpaper and toys, the parents set up demographics, campaign messages and points of differentiation. The logo, of course, pink or blue, depending.
But specific ideals held by parents for their offspring, however well intended, rarely stick. Like children, a brand is raised not only by parents but also environment. An unintended demographic may latch onto a product. Suprising associations such as it’s so stupid it’s funny or it’s so weird it’s cool might arise. But parents of both children and brand should not fear the unexpected. In fact, nothing should be unexpected. Like children, a brand must find its own way. And it is often the audience and the democratic nature of capitalism that shape the brand’s public identity.
Brands, like people, often fall into a rut. While good brands enter the marketplace with a flexible character, ready to adapt to cultural and economic conditions, bad brands can be too obedient, failing to seek independence and individuality. They stubbornly abide by tired principles, remaining out of touch while limiting their own potential. Modernist poet Ezra Pound knew how to avoid staggnation. Make it new! he repeated often, refusing to let his creativity gather dust.
Too many good brands become complacent, spending years gathering dust. And while the keywords traditional and reliable have a large part to play in the ad world, these concepts need a breath of fresh air in order to retain meaning. Only by remaining open and flexible while constantly asking what is it that makes us unique? can a baby start-up company grow into a well-adjusted, meaningful and captivating adult.
3 years ago • 0 notes