What can we learn from the crazy world of Rock’n’Roll about branding? One way to think about a brand is a kind of ‘shorthand’ designed to stop consumers from thinking about anything else other than your brand / product. Get branding right and you have customers for life. Get it wrong and you may never take off in business.
Take a look at this ‘basement video’ I made with my colleague Phil Hawthorn to understand the power of brands. We look at Pink Floyd, Led Zeppelin, Nike, Madonna, Pepsi and Prince in this short video.
Unilever is a particularly interesting example of a brand which has managed to preserve the diversity of its many different operating companies, which, in their own words:
“We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life”
This is exemplified down to the last detail in the logo for Unilever, which sells products from Dove, to Lipton Tea, to Ben and Jerry’s ice cream and the logo carries meanings which include freshness, love, beauty, science, farming, freedom and so on – a pretty tall order for any corporation to live up to, but a mighty ambition nonetheless.
The ultimate test of a brand is the extent to which it enables your company to have longevity as Unilever have demonstrated over 120 years. To see what I mean through the power of music, take a look at the 45 year old brand that is Pink Floyd:
And finally, purely for fun, the word branding began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. In a moment of musical madness, my Country and Western Glam Rock band (The Cowpokers) took this lesson literally, in a satirical pastiche of the classic Queen song ‘We Will Brand You’. The audience is initially deluded into thinking that the drum track will be exactly as the original, but later on find out that it is not and the audience develop a form of ‘arrhythmic distress’ ….
We are speaking / performing about brands and customer service at the Customer Service Training Awards on Friday 08 July at Heathrow. Check out our starter menu of corporate event offerings for your next conference at R U EXPERIENCED