Brands effect everyone. We use a specific toothpaste we like, buy a brand of automobile, pasta, clothes, computer, political party, etc. Brands affect all of us.
We are our own brand. The way we dress, act, the newspapers and magazines we read, etc., all define who we are.
How do we create a brand? This blog will contain a series of posts based on the book, The 22 Immutable Laws of Branding, by Al & Laura Ries, ISBN 0-88-730937-2 . I retell some of the information from this book in a fictional conversation between a student and a teacher.
Once upon a time there was a student that found products interesting. Laundry detergent, toothpaste, bath and tile cleaners, mouthwash, food products, it didn’t matter what.
The young man often wondered why people bought and were loyal to a specific product. For example, was there really a difference between Crest and Colgate toothpaste? Ajax and Oxyclean? Fantastic and Melaleuca’s Tough ‘n Tender? Friends and coworkers were loyal to their brands. If a friend used Crest toothpaste, the young man offered to buy and pay for any other brand of toothpaste. If a coworker used Tide laundry detergent, the young man offered to buy and pay for any other brand of laundry detergent. He tried this for other products. No takers. Why were brands so powerful?
One day the young man was looking at items in a store. “Can I help you?”
The young man turned around. “Can I help you?” said the older man.
“I’m just looking. It’s sort of a hobby of mine.”
“I’ve seen you here many times looking at products.”
The young man blushed.
“It’s O.K.” replied the older man. “I find brands of products interesting also. Marketing is my passion.”
“Can you teach me marketing?” asked the young man.
And so a student/teacher relationship became.