This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Wednesday, January 27, 2016
Brands and Happiness
One lens through which you can view your brand is, "How does my brand bring happiness to people's lives?" Does your brand make people happy? Does it make their lives easier? Is is surprising or unexpected in some way? Is aesthetically pleasing or beautiful? Is it charming? Is it amusing? Is it funny? Does it help people save time or money? Is it an indulgence? Is it quirky? Is it intuitively easy to use? Does it convey status?
Consider GEICO's gecko. Or Apple's product design. Or Dos Equis' Most Interesting Man in the World. How about iPhone's Siri? Or the scent of a Cinnabon product? Or the anthropomorphic M&M characters? Or the latest Hermès scarf design? Or the feeling of driving a brand new MINI? Or Harley-Davidson bike? Or even the simplicity of Swiffer house cleaning products? Consider the friendliness of your local Starbucks barista.
How does your brand bring happiness to people's lives?
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