Tuesday, February 13, 2007

Brand Inequity

Kaleidoscope has been in business for 18 years. In that time we've had hundreds of clients, many of whom we still partner with to this day. What's interesting as we look back is that we've been spoiled by working with Procter & Gamble so much: we now take for granted an understanding of brand equity, consumer desires, and process that's anything but the norm.

We've worked with brand masters Procter &Gamble for the better part of the last 6 years, and I think we've come to expect that type of depth from all clients. No other company that we have ever interfaced with spends the kind of time and resources establishing and constantly refining criteria for what their brands' equities are and what they really stand for. They build upon these to define design themes, product architecture pillars and design principles which ultimately drive the physical manifestations of the final products. Naturally, this is a time consuming and highly iterative process, but the end results give all internal teams involved with that brand a solid basis from which to develop any new product initiatives to ensure that all happily fit the brand and deliver on the expected promise to build and maintain consumer loyalty.

Conversely, we have and still do work with clients who for right or wrong, approach product development and brand building in much different fashions. Our experience assisting P&G in building brands from the ground up has given us the insight to guide these clients and take them through a process that fits their products and consumers' needs. By having a client really take a step back and ask themselves a few simple questions like, “What do we stand for? What is the heart and soul of my brand? What promise are we trying to deliver on?”, it provides a eureka moment which can be a powerful tool for years to come.

This sounds like the way it should be done, right? Why arbitrarily design products without knowing not only what emotional and functional needs they'll fill, but what does its brand stand for and what do WE stand for?

Product experiences, not unlike concerts, sports championships and major events can define a generation. The only way to create the type of product loyalty that every company desires for their own wares, is to not only know who or what you're making a product for, but to know what you and your brand stand for. The need fulfillment may be the motivator that draws the customer, but the personality that will bring them back.

posted by Finn McKenty at 2:47 PM  

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