Is This The Brand Renaissance?

Those who have called a death to brands have severely underestimated their potential. In fact, true brands – may be the answer to many of our current marketing ills. In a post entitled, Branding: The Next Generation, Martin Lindstrom of Branding Strategy Insider, says this: “There’s every indication that branding will move…into an even more […]

Those who have called a death to brands have severely underestimated their potential. In fact, true brands – may be the answer to many of our current marketing ills.

In a post entitled, Branding: The Next Generation, Martin Lindstrom of Branding Strategy Insider, says this: “There’s every indication that branding will move…into an even more sophisticated realm — reflecting a brave new world where the consumer desperately needs something to believe in — and where brands very well might provide the answer. I call this realm the HSP — the Holistic Selling Proposition.” Lindstrom’s HSP (Holistic Selling Proposition), follows an evolution that began with Rosser Reeves‘ original USP (Unique Selling Proposition). “Each holistic brand has its own identity, one that is expressed in its every message, shape, symbol, ritual, and tradition — just as sports teams and religion do today.”

True brands — those that can establish honest, credible rapport with customers — will thrive in our new marketing world. And while Lindstrom’s vision of ‘brand nirvana’ for some brands (think Harley-Davidson), is certainly accurate, there is also a place for those brands that simply have a relevant and differentiated premise: Those that act on purpose and keep their promises. These brands listen to customer wants and needs and consistently incorporate comments and feedback back into their evolution and growth.

Not because they have to; but because they want to. Brands that work to become a conduit between company and customer, rather than a top-down contrivance of management, will win in our new marketing world. Those that do not will continue to function as an over-dressed product or service, but not a brand.

(More on the transformationarchitecture and process of building of brands can be found at cohesioncompany.com.)

The days of so-called ‘branding’ (slapping a contrived name, a cool logo and a generic tagline on a product or service) are over. But the dawn of true brands — born of mutual respect, need and conversation between organizations and audiences — well, those days have just begun.

No where is this more true than in healthcare, and in its many new and shifting related categories. (More that, later.)

While we’re working on our next idea, I hope you’ll read about how Cohesion helps organizations build more relevant and differentiated strategies, here.

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