Where will it all lead? Will we see brands taking their cue from religion, or for that matter sports teams? I think so. In BRAND sense I conclude that consumers prefer brands with strong leaders (think Steve Jobs or Richard Branson). They also want their brands to impart strong values and create a sense of belonging.
Is there any brand out there with obvious religious parallels?
Related Stories: | Topics:Innovation, guest host: martin lindstrom, Steve Jobs, Richard Branson, 4, S |
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Recent Comments | 3 Total
March 23, 2005 at 4:37pm by Bob Smith
Apple, definitely. It's always been a religion. Same with Linux. Defining yourself as an outsider against an evil behemoth--in this case, Microsoft--seems to bring out the most intense feelings of fervor.
March 23, 2005 at 4:47pm by Frank McClung
I could name a few brand religions:
- Apple: Addictive, worshipful, loyal followers that defy reason.
- Harley Davidson: ditto above.
- Americanism a.k.a. nationalism. Also has a boss called capitalism.
- Disney
I wouldn't put Microsoft in this group because the Microsoft brand has no heart or soul. I think heart and soul is the most powerful brand ingredient. Leaders are nice, but not essential in building strong brands. How many Starbucks coffee drinkers can name the CEO? Levi's wearers name the founder? Maybe this one area where brand and religion differ.
- Frank
B L A N K
March 24, 2005 at 10:57am by Graham
Apple definitely generates that feeling.
We have a unique situation in our industry - investment using extra-financial factors (social, environmental, ethics etc). The phrase most often used, socially responsibile investing or SRI, has approached something of a brand that people speak with reverence or disgust with - similar to reactions to any of the big faiths.