The product is a necessity, but the brand is a choice. We live in a world where there is no shortage of options, and they are growing every day. The market is not for turtles, only lions enter and remain.
The challenge for brands is to be the first. The products and services they offer are similar. The consumer's decision is based on variables such as price, quality and the most important of all: identification. The choice process is facilitated when the brand anticipates. Yes, we are in the realm of Branding!
Consumer identification is the key to loyalty. When the brand gains symbolism for the sink, it's as if there were no other options on the market. They know exactly what they want, and hopefully, with a solid strategic foundation on the part of the brand, they will know it forever.
Then comes the constraint (I'd call it more easily, a challenge equal to the best, but I'll leave it to you) of achieving a real expression for a particular brand, which goes beyond symbols, experiences, promises or memories. In fact, it is made up of all these things, the connection that is created through these emotions. Make them feel it and the consumer is yours. In this way, it is possible for the brand to equal the product, that is, for both to be considered a necessity; success is subjugated to the way it acts.
In Wednesday's weekly Say U, Movers&Shakers, This month, we'll be sharing some examples of large companies that know the key to success. Dove, Ikea, Santini and Cabify are all lions and want to maintain their status. Do you know what the common strategic basis is? O engagement of the consumer.