We all know that Coke is more than a sugary brown liquid designed to ruin your teeth and remove paint from your car. In fact, it's a lifestyle, it's a friend, and most important, it's a brand! As marketers, we know that one of the keys to establishing loyalty to our brands is building an emotional connection between our brands and the general public. We know that the connection with Coke is built on Happiness; Apple is on Imagination; Nike on Inspiration; and Facebook on Wasting Time.
And Lord knows, developing the brand essence which serves as the core of the connection does not come easily or cheaply. Budgets are decimated as tons of quantitative and qualitative research are digested and regurgitated in support of extreme hypotheses. I remember several brand building exercises where we theorized if our brand was a celebrity, who would it be? If it were a car, what model would it be? If it had a voice, how would it speak? For example a toilet paper could be perceived as speaking in a voice that is bold, confident, strong, and unafraid.
|The voice says, "Drink Me"|
And we ourselves are drinking our own Kool-Aid. A recent story in Advertising Age noted that brands were conspicuously quiet regarding the introduction of Caitlyn Jenner. Seriously, have we arrived at a point where we expect our brands to intelligently opine on today’s controversial headlines? And do so in 140 characters or less?
|Ah, such a brut !|