Can you see the light? Is branding a religion? Part IIAt the recent Buy-ology Symposium in Johannesburg which I attended, Martin Lindstrom drew a correlation between religious beliefs and branding. This article continues with the pillars of religious belief that could be applied to brand building that I've been discussing. Martin Lindstrom As I mentioned in part one, a brand is a collection of stories, emotions and associations and the way that you and I perceive specific brands are completely different. Among other things, Lindstrom studies how emotions and neurological responses affect the way we adopt brands. Here are remaining five of the 10 pillars of religious beliefs that could be applied to brand building:
Obviously not all of the 10 points apply to all brands but the initial starting advice is to pick the three elements that are the easiest to achieve and to start to apply them to your brand. From my point of view, the biggest points for me were: the importance of the sensory aspect, the fact that consumers will (do?) run brands and the fact that a brand should be able to standalone without a logo. Whether you agree or disagree with Lindstrom's views and theories you can't deny that your customer is evolving and your branding should, too. For more on Martin Lindstrom and his latest book Buy-ology and its Symposium tour of Africa organised by Global Leaders, go to www.martinlindstrom.com or www.globalleadersevents.com/lindstromza. Bizcommunity.com is a media partner. About Melissa AttreeMelissa Attree, director: content strategy, Ogilvy & Mather Cape Town, is a creative digital and marketing consultant who has worked on many major brands, including ABSA, Adidas, Big Blue, MasterCard, Nando's, Nedbank, SAA, SAB, Toyota, Vodacom and Woolworths. Attree began her career as a copy writer, before managing the local strategic transformation of the Kérastase brand for L'Oreal and then providing the social media strategy for 5FM for four years.
View my profile and articles... |