By Robert Lawrence, President/CEO

The playing field in our industry has certainly changed over the past several years, and it’s not just because of PPM but because today’s savvy consumer doesn’t buy into the old school method of “Name It, Claim It, Own It, Pound It”.  It’s no longer just about finding a hole, identifying a strategy, creating the best product, and then forcing and persuading consumers to use it. Today, it’s about creating the best “different” products with strong brands.

The Law of Profits says, “You can sell anything if it’s cheap enough, but to make money you need a brand!”  So, what is a brand? The nebulous word is thrown around so much that it’s almost become a tired, old punchline.

Here’s the best definition of a brand… “A promise based on a relationship, wrapped in an experience!” When you think coffee you think Starbucks, but the truth is many coffee drinkers don’t think Starbucks makes the best coffee!  Why? How did Starbucks manage that one?  Because the mantra at Starbucks goes well beyond coffee. Howard Behar, a former Starbucks executive writes in his book, “It’s Not About the Coffee”, that “Starbucks doesn’t serve coffee to people… Starbucks serves people coffee!” When the person behind the counter writes my name on the cup, the end purpose is to serve me coffee.  It is a much different experience to say my name and serve “Bob” the coffee than to yell out, “non-fat white mocca” and hand it to me.  If they do the latter, then they serve coffee, while the former serves me the coffee. It’s a small nuance but it creates a big difference in the experience.

Think about Kodak for a moment. They don’t sell cameras…they sell memories! It’s a much bigger connection in the mind of the consumer that creates “emotional relevance”. If your an Apple person who uses a Mac or an iPhone then you know that the experience of both those products has created a strong brand experience in your mind. The stronger the connection and relevance, the more chance of creating an iconic brand for your consumers.

Ask yourself everyday, “what’s the relationship I have with my consumer, what promises am I making based on that relationship, and what “addictive” experience will the consumer feel?  The bottom line is this: If you’re simply playing the best music that fits a specific strategy, and you’re trying to force people to listen…I can promise that will not be enough.

Remember, the brand that makes a product special and different, and creates an emotional, relevant connection…wins!

For questions or comments, or to find ways that PMW can help you build and manage a stronger brand, please call us at 1,760.731.1141 or email info@p-m-w.com and please leave your comments below!