Sakti Makki, Contributor, Jakarta<\/p>\n
If someone were to ask you what was the first thing that came
\nto mind when posed the question, \"what is the best cola beverage
\nin the world?\" more often than not the answer would be Coca-Cola.<\/p>\n
Why Coca-Cola? How can a simple product or brand evoke such
\nhigh brand recall? Many cola-based beverage producers in the
\nworld have tried their best, but failed, to replicate Coca-Cola's
\nsuccess.<\/p>\n
It goes to show how powerfully a brand can be registered in
\nthe mind of its consumers. It also proves, once too often, that
\nbrands penetrate the mind in ways that are as abstract as they
\nare memorable. With clear brand direction and a strategic set of
\nactions, Coca-Cola has successfully carried out its strategic
\nbranding program, a program that is designed to achieve the
\nhighest mind-share among cola beverage consumers.<\/p>\n
Mind-share, arguably more important than market share, can be
\nachieved through a consistently singular, holistic and continuous
\nbrand communications approach that is specifically aimed at
\nconsumers. The attempt to achieve this position for any brand is
\nintricately and undeniably complex, as well as time-consuming.<\/p>\n
The brand in question must first become a relevant living
\nbrand that emotionally transcends its central idea and all of its
\nadded values through a focused and strategic branding program and
\ncommunications. Essentially, it is the result of a specific
\napproach for arousing consumer anticipation in and providing
\nfulfillment of brand benefits or promises.<\/p>\n
The communications must continuously and persistently
\nhighlight that one singular brand message and its value
\npositioning is emotionally the most relevant and appealing to its
\nconsumers. From the onset of brand creation, brand owners must
\nclearly understand and adhere to human psychology and dynamics,
\nparticularly in how a brand idea registers, grows and lives in
\nthe mind, while at the same time one should never forget that
\nbrands and branding are very much about delivering promises
\nconsistently, without fail. From needs to wants to loyalty,
\nbrands must accomplish this status by living up to all of their
\npromises. To ignore this important aspect is extremely
\nunfortunate and potentially fatal.<\/p>\n
As with any long-term investment, returns take a whole lot
\nlonger to realize. Through a well-tracked and phase-by-phase
\nbrand communication campaign, the progress of mind-penetration by
\na brand can be measured and proper future action can be taken
\naccordingly. The achievement of mind-share is not an overnight
\nprocess. It takes patience and well thought out strategic brand
\nplanning and communications.<\/p>\n
Consumer decision-making processes are very much influenced by
\na brand's perceived functional and emotional benefits. Perhaps
\nthe latter becomes even more important, as competing at product
\nlevel is increasingly difficult, if not impossible. Through
\nbranding, Marlboro has made its successful, emotional brand
\nrelationship through its \"cowboy masculinity\" appeal, just as
\nNike has achieved success with its emotional \"spirit of
\nchampions\" brand positioning. Marlboro smokers perceive
\nthemselves as being the American cowboy that, directly or
\nindirectly, personifies self-dependent, self-assured macho men
\nfacing the challenges in life, as the cowboys in the prairies
\nwould have done.<\/p>\n
Equally important to Nike's core brand positioning of being a
\nchampion -- or at least the idea of becoming one -- just like
\nTiger Woods or Michael Jordan, is intimately real and apparent in
\nthe minds and hearts of Nike's consumers. Successfully delivering
\nthese distinct and central messages, both have harvested and
\nenjoyed brand success at a global scale. Despite the complexity
\nof human psychology, both Marlboro's and Nike's core brand
\nmessages have deeply penetrated many consumers' minds and, more
\nlikely than not, will remain there for quite some time. These
\nbrands have planned their branding programs well and communicated
\nthem successfully. Without a doubt, mind-share is important and
\nmay well be that one key ingredient in sustaining the longevity
\nof a brand.<\/p>\n
The next question is what about the products? Aren't brands
\nabout products too? In a basic sense, they are. However, brands
\nare about paradigms and belief systems that are inherent to the
\nbrand, whereas products are about vehicles that transmit these
\nphilosophical ideas, directly or indirectly, to consumers.<\/p>\n
The ultimate purpose in branding is about transcending central
\nideas and values. Brands are beyond what products are capable of.
\nTake a theme park as an example. Many people go to Disneyland
\nbecause of what the Disney brand represents. It is about
\nacknowledging that there is still a child in all of us and the
\nsense of freedom of being one is what appeals to people --
\nchildren and adults alike -- to visit the place. Disney theme
\npark is the brand and all the souvenirs and merchandise are a
\nproduct of the brand. We go to Disneyland because of the brand
\nand what it represents, not because of the products. Why bother
\ngoing to Disneyland because of how great their puppets or key
\nchains are, with Disney characters on them? We go there because
\nthe park symbolically represents having fun and spending quality
\ntime with our families. -- The writer is managing director of
\nMakkiMakki Branding Consultant<\/p>",
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