The art of branding is centered around the creation of iconic symbols that resonate with the public. When an image becomes a part of the collective visual literacy, it has the power to convey complex values in a succinct and easily understood manner. This article delves into the evolution of branding and its increasing appeal to younger audiences.
Branding has always been about creating recognizable symbols that encapsulate the essence of a brand's message. For instance, the youthful, energetic, and socially accepted individuals often associated with Coca-Cola's branding communicate values of sociability, acceptance, and inclusivity. Similarly, the Marlboro man icon represents freedom and masculine independence. These classic marketing icons, established decades ago, have left a lasting impact.
However, a new wave of icons has emerged, appealing to increasingly younger audiences.
This shift towards younger audiences began with the emergence of New Kids on the Block (NKOTB), the world's first "boy band". Their fan base was predominantly young females, aged twelve and above. Following their success, other boy bands like Take That, Boyzone, Westlife, 98dg, Westwood, and Backstreet Boys emerged, each attracting younger and younger audiences. Parents were swept up in this brand-driven frenzy, taking children as young as five to their first concerts.
Years ago, it was believed that Barbie would never appeal to children younger than ten. However, Barbie shattered this notion, attracting an audience of children under seven.
In an era where consumers have developed a high level of commercial, visual, and iconographic literacy, it's no surprise that children have been subtly influenced by this trend. Even a two-year-old can recognize the golden arches of McDonald's or the face of Ronald McDonald. Children now have a significant influence on household purchases and the treats they receive.
We are dealing with a generation of young consumers who possess an unprecedented level of commercial literacy. They demand sophisticated commercial communications that meet their expectations, capture their attention, and retain their loyalty.
The power of a strong icon lies in its ability to foster enduring loyalty. This loyalty, if nurtured, can span decades and bridge the gap between a product and its evolving audience. For instance, despite Boyzone's disbandment, their merchandise is still traded on online platforms like eBay and Yahoo. This enduring loyalty is evident in our own relationships with iconic figures like ABBA, the Beatles, or Elvis Presley.
To understand and leverage this phenomenon, it's crucial to observe and understand children's preferences, values, and motivations. By doing so, we can uncover the secret behind not only creating true icons but also loyalty-inducing ones.
The Power of Origin: More Than Just a Manufacturing Label
Imagine being presented with a product about which you know virtually nothing. You're unaware of its price, its unique features, or even its category. However, you do know the product's country of origin. Let's say, for instance, the product is from Switzerland. What would be your initial impression of this product? Even in this hypothetical scenario, you could probably make assumptions about the product's likely price range, its probable quality, and its potential reputation. These assumptions are driven by your preconceptions about the country in question. The concept of country branding goes beyond simply attaching a "Made in XXX" label to a product. The origin of a product is a crucial aspect of branding that can sometimes overshadow other reputation-building factors.
The Power of Branding: A Focus-Driven Approach
The secret to successful branding often eludes many, with questions frequently arising about how to transform a brand into a global powerhouse akin to Coca-Cola. Unfortunately, there's no magical formula for brand building. However, the path to success can be navigated by adhering to three fundamental principles. These principles serve as the guiding light towards building a successful brand, with the primary emphasis being on focus. This focus encompasses a specific audience, values, and tone-of-voice. While it may seem simplistic, identifying your unique target group is a crucial first step.
