Brands nobody is interested in, are names. That’s too little.
Brands should be sexy.
There are lots of big, good brands. One can trust their products; the brands are familiar.
Many branding experts want us to believe that this trust is enough for a brand. But: Can that be right?
Wouldn’t we buy alternatives if we know the brands and these alternatives are offering something new additionally? A new experience? A new “love”?
Brand loyalty is a yesterday’s term.
There is a massive difference between marriage and customer loyalty: Customer loyalty is a habit without moral bondage
. The power of a brand is in question permanently.
Continous comparison in new channels is forcing a pressure on companies to innovate and increase product advantages.
The corporate brand itself has a strong responsibility to develop a sexy aura, which makes products and services more desirable beside the hard facts and figures.
The passion to possess is important. Familiarity is second.
Brands are valuable, if they are not only familiar, but really wanted and bought. Not until then consumers turn to brand hooligans. If the brand is in the b2b or in the b2c sector doesn’t matter: The gravity of relationship, product or service allows sufficient pricing which contains the addon for the experience factor of the brand.
A lot of experience is necessary to bring new sexiness and familiarity together. Psychological mechanisms must be also beared in mind as cultural megatrends and brand strategy and even the spirit of time is an important fact for composing the new brand strength.
Precise building of emotions: Not everybody can do that.
are manifested gut feelings
: Pure emotions in b2c sectors-Bereich, the “workingwitheachother” in b2b areas.
To correlate specific gut feelings with a specific brand holistic knowledge is necessary. An orchestra of experts must work together.
This orchestra stays at Luenstroth: Brand experts of different disciplines do their best to make brands of their clients a lot sexier than the brands of their competitors.