Brandscendence strategy helps organizations create enduring brands. Three elementsrelevance, context and mutual benefitinteract to create an enduring brand.
Brands
that endure go beyond ordinary limits. Branding generally answers questions about
how to differentiate products and services. Brand practices and techniques work
for large businessesand equally well for local businesses, non-profits, governments
and non-governmental organizations. "Brandscendence"
answers questions about how to do this over long periods of time - transcendent
values that drive enduring brands over time.That
doesn't mean these brands stop adapting, but it does mean they hold fast to something
fundamental for their customers and constituencies over time. Relevance
describes the primary idea behind why a customer would want an offering. Context
describes the environment in which a brand is presented and the adaptation needed
to keep it fresh. Mutual benefit is a multiplier effectif relevance and context
are pulling their weight, then perceived mutual benefit brings the customer back
again and again over time.
In
the article, "Revving up auto branding" in the first quarter 2002 edition
of The McKinsey Quarterly, the four authors (Chatterjee, Jauchius, Kaas,
and Satpathy) provide a compelling example of a stronger brand delivering more
value and profit. "Workers at the General Motors and Toyota joint venture
NUMMI (New United Motor Manufacturing Incorporated) plant in California build
the Toyota Corolla and the Chevrolet Prizm side by side."
"Toyota
designed both models, and the differences in their components and trim are minor.
Both vehicles receive high marks from Consumer Reports, and comparably
equipped models have similar price tags. Yet the Prizm requires up to $750 more
in buyer incentives to support its sales. Even so, only one-quarter as many Prizms
are sold, and their trade-in value depreciates much more quickly. Toyota's name
on the Corolla attracts customers, while the Prizm is lost among the offerings
on a Chevy dealer's lot."
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