Deep in the dusty old library of the royal academy, we pulled out a book from 2002, entitled the 22 immutable laws of branding. One of our members laughed at it and called it rubbish. But, as we drank library ale and perused the yellow pages we did find a law that might be worthy of"immutable-ness."
Law number 22. "The law of singularity." It states, "The most important aspect of a brand is its single-mindedness." "A brand is a proper noun that can be used in place of a common word" Then they go on that common anti-Panasonic rant we have all heard before. Explaining, how "Panny" is worthless because while standing for so many electronics that stand for nothing in peoples minds.
Think about this carefully fellow members... Can you think of a brand that kicks bullocks but is also absent minded in its focus. If so please comment!
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One thing brand's often do to appear focused is to attach themselves to a more overarching concept. A concept that covers all of their activities and offerings.
ReplyDeleteIf they can sell this concept to consumer's then they will appear to be focused even if they are abandoning their core principles. This works if they pick a concept that isn't to generic/vague and isn't too cerebral. But, often these big grouping concepts for brands sell in the suits and leave consumers in the dust.
Apologies, this isn't an example. Just so more theory for ya'll to ponder!
I think explaining how "Panny" worthless, because when standing for so many electronics that represent something in the minds of peoples.
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