Near-Death Experience Shows We Still Need Brands

品牌左右生死

原文網址: Link

摘要：品牌的明確定位、核心能力一向是行銷人才專注的關鍵要點，本文再次提醒為何商標以及包裝設計對於一個品牌如此的重要；從一日常生活的荒唐例子切入這淺顯易懂的觀點。

感謝李察(一位目前在聖地牙哥的歐洲工商管理學院老同學)從consumerist.com寄給我這張沃爾瑪自有品牌產品的照片。

一個是製作鬆餅用的噴式罐裝炒菜油，另一個是家具拋光噴蠟。這兩者放在同一個櫥櫃裡不太合適，似乎有許多人曾經弄錯兩者而差點致死，不外乎就是把拋光噴蠟當炒菜油用。

這個荒唐的案例很適合提醒大眾為什麼我們需要「品牌」。多數的品牌目標不在於與消費者建立情感關連並創造消費者自我實現。消費性產品品牌存在的目的在於幫助我們快速地、果決地做出抉擇並簡化我們繁忙的生活。 

真正的品牌，相較於眾多的商標模仿者，必須成為能夠幫助消費者做出決定的第一選擇，這包括：

- 無比精準的品牌定位
- 專注於核心能力
- 創造、研磨並提升品牌財產價值─商標、顏色、象徵符號
- 謹慎地改良產品包裝設計以維持品牌新鮮度

這真的是一個值得深思的問題，究竟你的品牌有沒有做到能夠令消費者自信且迅速選擇你們家產品的地步？

Thanks to Richard my old INSEAD buddy in San Francisco for sending in the photo below of two Wal Mart own label products via consumerist.com

One is sprayable cooking oil for pancakes. The other is furniture polish. Not good if they're in the same cupboard...seems several people had near-death experiences by getting the two mixed-up. I guess the problem was from polish-tasting pancakes, rather than buttery flavoured tables.

This extreme example is a nice reminder of why brands exist. Most brands are not here to create emotional connection and take us up the pyramid to self-actualisation. Consumer goods brands exist to help us choose quickly and confidently, and so simplify our busy lives.

True brands, as opposed to own label copy-cats, need to be the best at helping us make these choices. This requires:

- razor sharp positioning
- focusing on your core business that you are famous for
- creating, honing and enhancing brand properties – logos, colours, symbols
- carefully evolving pack design to refresh your brand

So, worth a check on your brand. How easy are you making it for shoppers to choose quickly and confidently?