Forget about Oprah's latest "Eat..Pray...Love," phenomenon book. This week I am personally enjoying "Advanced Brand Management,"by Paul Temporal...and I have to say it is quite wonderful;) Even more wonderful if you're really trying to define your brand. One of the most crucial decisions a company can make.
Author Temporal urges companies to analyze what business they are really in....for example a brand like Volvo is not selling cars they are selling "Safety" and a brand like Donald Trump is not selling books, suits or even real estate he is selling "Success." To translate this concept into the style industry we sometimes drift a little bit more towards the superficial.... Although the same principle applies.
A lot of jean companies want to sell a "great butt." A luxury handbag company may sell "status"... while a shoe company sells... "long legs." Each of them with an undertone of confidence. Perfumers are also famous for using images and scent to sell sex.... glamour... and passion. To be fair an organic tee shirt company may sell a "clean environment,"...and a product in the"Philosophy," beauty line... literally sells "Hope in a Jar." (now that sounds good).
Getting to the core of what your customers really want allow you to speak their language and positions a want as an absolute need. It sounds cheesy but deep down inside we are all just looking to buy things that at the end of the day make us feel good. Good branding gives us something to stand on...something to turn to in times of doubt and insecurity.
The other great thing about branding is that when you can take the emotional value of what you're selling...combine it with what you're actually selling and then sell it for all that it's worth it can be priceless. So cut out the guess work and paint a pretty picture of a desirable result......if you actually pull through and deliver your customers will love you for it.
Ralinda Harvey is the owner of Gloss Marketing, marketing and merchandising firm specializing in contemporary fashion companies. Ralinda has worked in merchandising and marketing for Michael Stars as well as Gap Inc. brands Gap and Old Navy. She has also served as an adjunct marketing instructor at the Fashion Institute of Design and Merchandising.
No comments:
Post a Comment