Artikel: Making Your Brand the Right Side of Green
Se brandchannel.com Apr 7, 2008
In Branding 101 we understand that brands need to offer reasons to choose. They need to convey their differences to make themselves more attractive to consumers. This inference of a value over and above a competitor’s products drives the brand’s own brand value and increases the intangible value of the organization as a whole.
Innovations are copied, leading brands become benchmarks that every other brand mimics, and new standards quickly become the market’s yardstick and formulate consumers’ expectations.
Emotional points educate consumers about the product, and that understanding not only promotes drive potential, but also establishes rational points of difference into the product.
The whole notion of brand personality should be extremely difficult to emulate if the personality is founded on a robust platform.
In this world of complex purchase decisions the fact that consumers want to feel good about what they purchase or consume should not be ignored.
At its most basic this can be accomplished through advertising, packaging, communications material, etc.
If a brand has a vision that it doesn’t act upon, then that vision is merely a hallucination. These days consumers are expecting more and more from their brands. This is a challenge that marketers must not shirk from or avoid. They should embrace it full on. Every brand with a defined personality should welcome opportunities to demonstrate its personality.
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