Brand Power, Helping You Buy Nothing.
Remember your high school years when there were different brands for different products that all the “cool” kids owned. I know at my school it was Country Road duffle bags, Tsubi (now Ksubi) jeans, Haviana thongs and Zimmerman bikinis. I remember begging my parents to buy me a pair of “Havies” over the plain, non-branded, identical looking, much cheaper sandals next to them.
Was this attitude towards following brand trends a desire or a need? Was it because we wanted to fit in? Was it because these companies had done such an excellent job of marketing to their audience? Or was it because we didn’t know any better and weren’t well informed about the range of alternate options available? Maybe we followed brand trends because we saw it as a personal endorsement. If enough people had bought the same branded item then it must be good. Right?
Since the time humans begun trading and selling goods; trademarks, symbols, and signs have been used to distinguish items. Craftsmen imprinted trademarks on their goods, farmers branded their livestock, all as a means to signify the maker or origin of the product. These trademarks told the buyers, or slaughterhouses, of where the product was coming from allowing them to determine or recognise the quality they could expect.
Fast forward to 2016 where brand trademarks and logos are still something people rely on to recognise and identify products. In her 1999 book, No Logo, Naomi Klein stated “The astronomical growth in the wealth and cultural influence of multi-national corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.” This idea discusses the evolution of branding, becoming far more than a logo or trademark, but an identity and lifestyle for the company and consumer.
Everyday the selection and choice of products available is increasing. Not only this but the abundance of information available about these different products. It has never been easier to go online and read or watch a review about a product. Regular people, critics and professionals are all constantly publishing information about new products minutes after the release. We no longer live in an age where you are required to buy a product in order to learn about it. You can read all you need to know about products, even comparisons and evaluations between different products, from the comfort of your own home.
In May 2009, Absolut Vodka launched a limited edition line called “Absolut No Label”. The company’s Global PR Manager, Kristina Hagbard, explained that
For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what’s on the outside, it’s the inside that really matters.
The fragility that is currently being felt in the corporate landscape means that companies cannot rely on brand alone, they must provide their customers with a quality product.
Consumers are beginning to realise that blindly following brands does not necessarily equate to a good deal. Yes, I understand and am personally guilty of buying one product over another purely because of the label however, I’ve even noticed myself over the last decade questioning my purchases and doing the proper research to find out if there is a better product available on the market before committing to a sale.
You could blame it on the GFC, many people are less extravagant with their money and take more time and care when making purchases. Maybe we just don’t like the idea of one company controlling such a large market share, it makes us feel like sheep. Whatever the reason is there is no doubt that we have become smarter shoppers. We no longer rely on a brand to tell us the value or worth of a product, we have the internet for that.
Consumers are also increasingly using social media to communicate and share their opinion and experiences about retailers. You may remember the recent Facebook scandal involving Woolworths and a dissatisfied (grossed out) customer named Ben Hunter who found mold in the hummus he’d bought from the supermarket chain store. Hunter posted a complaint on the Woolworths Facebook page to which Woolworths replied with a witty and sharp apology, channelling words from the famous rapper, Ice Cube.
The Boyz in the Hood will look into this for you. Check Yo Self and get over to the service desk for a refund and replacement — You Know How We Do It.
Peace out Hommus.
The potential “scandal” ended with Hunter thanking the supermarket, saying “I’m not even mad anymore”. This situation was not a testament to the strengths of the Woolworths brand, anymore than if they had sold hummus that tasted really, really amazing (and mold free). Consumers are not going to commit themselves to a brand for the rest of their lives because of one great achievement. Just like they will not turn their backs on one when they make a mistake — granted they have a witty apology up their sleeve.
Consumers are making more informed purchasing decisions based on the abundance of information available to them. We are demanding higher quality, for cheaper prices. What does this mean for the future of brands? Brands create identities for products and companies, they are what consumers recognise and relate to which means companies will continue to try and strengthen their brand. However, a strong brand does not guarantee a sale and a brand is only as good as their last product. Companies must put their money where their mouth is and ensure that the product is as strong as the brand. Because let’s face it. If it’s not, we’ll read about it.
