When BrightBox first performs a brand analysis, it gets to the root of what companies want specific brands to represent. Our clients are in control of their own creative process. Our job is to get to the root of what they want for their brands, how they want them to grow and evolve.
Usually, we discover some very specific elements we can accentuate to really make their symbolism clear. By emphasizing a well-designed collection of business characteristics, BrightBox establishes proper plans to fit specific contexts.
Your first priority is to create an emotional connection with your customers. Marketing with singularity and classic leadership in a category helps you achieve that connection.
And once you do… don’t tinker your way out of it!
Here are three examples of brands that established great singularity and tinkered it away.
EXAMPLE #1: THE CAMARO
Chevy has taken a bit of a beating at the hands of its competitors in recent years, but it still owns the rather successful and sexy Camaro, complete with both muscle and shape. Camaros are favorites of gearheads and some businessmen.
So what has Camaro decided to do? Slice off the car’s legendary top. Suddenly, they’re pitching a very different car, a convertible style that caused many people trouble in the 1980s and 90s.
While the jury is technically out on the decision, rest assured that the damage done to the brand is present. The big company basically cut off the thing’s head.
EXAMPLE #2: RED STRIPE
Red Stripe has done an excellent job establishing itself as the Jamaican beer. In America, Jamaican culture offers good a great space to occupy considering all of the awesome characteristics that come with that profile. Unfortunately, Red Stripe Light hit the shelves. All Red Stripe had to do was make a beer that looked similar in packaging and make it a Summer beer, called something like “Blue Breeze”. Instead it made a beer that will disappoint those that prefer the heaviness of the original and fail to attract the light beer drinkers guzzling down cheaper alternatives.
Oh, and don’t forget the negative perception that comes with a Red Stripe fan showing up to find that his favorite beer is sold out… but the stores are still shelved with something that looks almost the same but will taste totally different. The impression this gives off is that Diageo is trying to pull a fast one on loyal customers who have dutifully bought their beer for years.
EXAMPLE #3: TIDE
There should be an honorary plural status for the word “Tide”. Tide has seven traditional brands and seven high efficiency brands. The new “My Tide” commercials present more Tide types than anyone could ever keep track of.
YOUR PRODUCT IS NOT A TOY
If you are not a toy company, then your product is not a toy. Don’t take wild swings for the fences on silly ideas, thus forever altering the perception of your brand. If your marketing team feels the need to tinker away at your product, take them out for donuts or Chinese buffet instead. More often than not, fundamental changes to the root concept of a product have had a greatly negative impact in the past. Resist the urge to go to Tinkertown. If your brand isn’t broken, don’t fix it.