Knowledge ─ Apr. 2020
Let’s take a quick look in 4 steps at what is branding, what we, at Nemesis, believe a Brand should be.
⧗ 5 minutes read
1 - Product-centric
The term “brand” emerged as a way for cattle rancher to identify their animals.
By the end of the 1880’s, packaged goods like Coca-Cola started a new norm. Brands allowed companies to differentiate each other from the competition.
The first significance of the word “branding” was defined in regard to the economic competition that started then.
“Branding is endowing products and services with the power of a brand” Kotler & Keller
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” American Marketing Association
2 - Innovative
As the industrial revolution permeated the western society, economic growth followed. During the first half of the 20th century, industrialisation was booming, leading to collateral development such as marketing, communication and advertisement.
By the end of the 20th century industrial advancement morphed into technological development. New professions and new brands appeared (ex: IBM, Microsoft, Apple, …) inevitably reshaping our ways of thinking as human beings, therefore rechallenging the definition of branding.
A brand is… “The intangible sum of a product’s attributes.” David Ogilvy
3 - Emotional
Branding was definitely moving away from the sole result of a supply chain. It shifted into 2 axis related to 1. the product/service and 2. the consumer. Open markets and flourishing economy allowed people to expect that any product SHOULD be good (well made, functional, …) and ask for more.
Brand shifted to become more subjective, more about the perception, meaning and emotional connection that lay in the eyes of the customers.
From material to immaterial.
“A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a person’s gut feeling about a product, service, or organization.” Marty Neumeier
Globalization and internet played a major role in this transition. New cultural modes are emerging from new network-based social behaviors and conversations. People became more and more aware on where, how and why brands acted a certain way.
People look up to Brands that promoted shared values so they can pick-and-choose the brands that fit they’re own ways of living.
“People don’t buy what you do, they buy why you do it, and what you do simply proves what you believe” Simon Sinek, 2009
4 - Activism
Although brand trust lies in the eyes of the customer, it starts by design at the very core of a company.
A brand is, first, the sum of the people working within it. Their shared values, ambitions and universe. It, then, translates into products/services and societal impact.
Brands are the means for ordinary people to access higher standards.
Brands now need to play roles inside their communities, whether it’s local, national or worldwide.