The recipe for remarkable, meaningful brand connections

The Mini automobile isn’t for everybody. But it is definitely for
some people. Quirky in a fun way, it is an endearing symbol of
whimsy-in-sheet metal. Perhaps one of the stronger examples in the auto
industry of a brand that inspires a loyal following – those who see
themselves as unique individuals and the car as an expression of what
makes them special. Now we learn that Mini is utilizing the latest in
RFID technology to create, of all things, personalized billboards that
when reading a chip in the key fob, greet Mini motorists with a
personalized message. How fun – how Mini-like.

Virtually all markets in all successful categories subdivide over time like miniature product protozoa into smaller, unique sub-categories that recognize and reward the interests and passions of different consumer tribes. In fact, today mass markets are rapidly being commoditized as the world works hard to separate and trade up to more interesting and unique experiences. Recent news in the beer industry shows this phenomenon operating as imports and specialty brands tally share gains and profit growth while the ubiquitous stalwarts go flat.

Human behavior is not a static thing. The marketing world has changed greatly in recent times, and old methods of approaching the business of building brands has fallen away. Everyday consumers are exercising their newfound clout as master of the marketing universe. If we can’t control our destiny entirely as stewards of enduring brands, what can we do to build lasting relationships with those who grant us access to their personal menu of favored products and services?

We know that brand communications is no longer about “specsmanship” – functional features, technologies, logos or themes and cogent statements. Brands have become the sum of our impressions of them over time, generating strong feelings (or none at all) that drive our preferences – if you will, the blossoming of a true Brand Romance. How do we ignite the fires of product passion and keep them burning? What in fact is the recipe, the tether, the fabric that binds us to some things and by definition makes everything else irrelevant?

We are becoming a nation of tribes, of smaller define-able segments with unique passions and interests. We gravitate to those who honor us with a relationship building effort that is respectful of who we are, what we are and what we’re interested in. Brands that engage consumers are most often naturally attractive not only due to their relentless efforts to be really different – to increase their valuable-ness – but also by virtue of their ability to be unselfish. Helping consumers achieve their interests and passions is the price of admission for a relationship. Stands to reason then, that this can be done only when we truly know and understand what narrower bands of involved consumers really want.