In a recent discussion about the value of brands this argument came up:

”It´s the opinion of others that closes bigger deals and closes them more quickly. Brands no longer define themselves for customers. It’s customers and other third parties who decide who and what you are.”

Brands more than ever needs to influence how people perceive their brand and products/services. Being solely reactive and let users define your brand is not the way to go.

The market opinion/definition about your brand is influenced by paid communication “to get you in the door”, availability, price, service both on POS and from Brand, and how the product delivers on basic problems/needs (I´m hungry).

Example:

No hassel finding my new mobile. Good service. CHECK

I do not feel ripped financially. CHECK

I can call, send email, browse, play games without bugs. It works. CHECK

Being seen with this mobile sends the signal about me that I, con- or unconsciously, want. CHECK

I´ll gladly tell the world about this mobile (cause I have it), if you help me to do it so that it´s not too obvious why I do it = great/more earned. CHECK.

The most successful companies pro-actively tell stories that resonates and influence how people perceives the company and their products/services. Most people buy Samsung or Apple. Why?

1. Physical availability/Distribution

2. Signal, (who I am/want to be/mating prospect), sent be using this product is stronger than the other competitors. Have a Nokia? You will probably die a virgin.

3. Price

Apple, and especially Samsung, at all times make sure people understand why they are in the market. They balance and combine long-term branding with short term activation. Always aiming to place their brand in both the minds and hearts of as many people as possible. 365 days a year. To influence how people perceive their brand. As a result they achieve more interest for their products and Excess Share Of Voice that leads to market share growth. The same goes for the FMCG category. Most people buy both Pepsi and Coke. Why?

1. Physical availability/Distribution

2. Being seen with a Pepsi does not signal much else than being seen drinking a Coca-Cola. But drinking one of them signals something of value. They are both great at 365 storytelling making it clear why they are in the market. That resonates with people.

3. Price

The problem for most companies is not the change in the media landscape and how to allocate budgets to digital, social, content, real-time etc. Their biggest challenge is to create interest for their products/services. Solving the problem? 365 days a year storytelling and actions that resonates with people:

DOG FOOD COMPANY 1 vs DOG FOOD COMPANY 2

Let´s say physical availability/distribution is in place for both.

DOG FOOD COMPANY 1:

We produce state of the art dog food. Minerals. Multivitamins. (TVads, Digital banners, Social ads, Outdoor etc)

DOG FOOD COMPANY 2:

We aspire to loving dogs. (TVads, Digital banners, Social ads, Outdoor etc)

DOG FOOD COMPANY 2 WINS. (And can even take a more premium price and still grow.)

Empowering people is more important than ever in marketing to achieve growth. But that requires to be bold, to lead and create and co-develop stories 365 days a year with as many people as possible. Stories that breaks through the clutter and influence how people perceives the brand.