Sunday, December 27, 2009

Brand skeleton

Brand values and positioning are the most important foundation for the brand. They form the basic exoskeleton without which the brand will not be able to 'stand' the test of time...
I feel the brand can be fleshed out by giving it visual, audio, tactile, olfactory and taste dimensions.. (not necessarily all but I'm sure there are innovative means to capture all...)
for e.g. every new car that you buy has a new car smell... did you know that that smell is 'manufactured' specially because customers love the smell? Even the sound of the door shutting can be manufactured and it has been for some brand (can't recollect which one - but Martin Lindstrom's book - Brand Sense will tell you which one)
If airtel can have a hugely associative musical brand sense when as an industry it has nothing to do with music per se...I'm sure brands can manufacture offerings for all senses.

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