For decades great brands leveraged deep human connections and solid value propositions. They recognized that consumers live in an emotional world. And emotions – not features and benefits - drive most, if not all, of our decisions.
Then companies sold out their brands. They stopped building them and started harvesting them. Investment in brand-building programs was replaced by short-term economic returns. Just make it bigger, faster, stronger, new and improved.
No wonder brands have become cookie cutter with very little differentiation.
Today we spend more time talking about USP, brand essence, brand ideals, brand pyramids, brand trees and brand houses. Brands today begin with a product formula or marketing needs. But great brands solve a human need.
Today in an age of accelerating product proliferation, enormous customer choice, and growing clutter and clamor in the marketplace, a great brand is a necessity, not a luxury.
To keep a brand alive over the long haul, to keep it vital, we’ve got to do something new, something unexpected. We need courageous brands that surprise the consumer and add new dimensions to brand benefits.
When you do this, you create a great brand. And it can travel worldwide, transcend cultural barriers, speak to multiple consumer segments simultaneously and build loyalty, longevity and economies of scale.
Welcome to the Hatchery. Let’s make great brands.