Thursday, November 4, 2010

When Brands Become Personal

Remember the scene from Up In The Air where Ryan Bingham (played by George Clooney) a corporate downsizing expert having conversation with another frequent-traveler, Alex Goran, who later turns out to become the woman of his dreams...

Ryan: Are you satisfied with Maestro?
Alex: Yeah, I am.
Ryan: A little stingy with their miles. I like Hertz.
Alex: No, Hertz keeps its vehicles too long. If a car has over 20,000 miles, I won't drive it.
Ryan: Maestro doesn't have instant checkout. I like to park and go.
Alex: Hertz doesn't guarantee navigation.
Ryan: It's funny. You don't seem like a girl who needs navigation.
Alex: I hate asking for directions. That's why I get a nav.

This scene is quite common when we discuss about highly competitive and personal brands. For most of us, unlike the movie scene above, we probably didn't get turned on, or spark a romantic relationship while talking about our personal brand preference, but I'm quite sure we may have experienced some tense moments instead defending our preferred brands and attributes.

These are some common brands that always attract different personality customers. You'll like one and have something you dislike about the other.
Toyota - Honda
Coke - Pepsi
AMD - Intel (processors)
McDonalds - BurgerKing
Microsoft (Kinect) - Nintendo (Wii) - Sony (Playstation)

Brands get their own personality. Similar to (EBA) Emotional Bank Account, brands affect us through their display of positive (or negative) messages through public relations, advertisements, sponsorship, CSR activities, and these activities will have some impact in customer's mind.

Brand personality also play a critical role in (new) product diffussion of innovation. Customers become less defensive when trying out new products from the brands they associate with and are confident and comfortable with.

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