When you think of strong brands, what do you think of? To me, strong brands give a feeling. It can be something I want to be associated with, something I like. But why do I like them?

They have a story to tell

Often, it’s because they’ve told me their story, over and over. Whether it concerns consumer durables, or things I consume on a daily basis. They have for a long time sent a consistent message that the target audience, in this case me, has noted and approved. But how do they actually do it?

The key

In my role as a marketer, I know that it is about getting an idea of the brand to stick with the recipient. To stick, you need a story that you tell over and over. Persisting way longer than what is often desired internally. It is important to keep the story – but, at the same time, manage to make it relevant over time. The key to success is a strong communication concept.

Concepts can be talked about for a long time. They can stand for so much. What pops into your mind if I say, for example, Patagonia, Mercedes, Heintz, and Ikea? Probably about the same as mine. They are examples of companies that have protected their concept for a long time and thus made us look at them in roughly the same way.

A Strong Concept is for every brand.

It is easy to think that this only applies to large global brands. But it applies to every brand that exists; every brand can gain benefits from a strong concept. It just depends on who is your target group. If you sell to everyone, all over the world, then you need a concept that works globally. If you have a target group that consists of everyone bird-watchers of Canadian birds, the concept should attract those.

A Concept saves money – and increases the attractiveness

The great thing about concepts is that once they are set, you save a lot of time by no longer having to invent new ideas over and over – which both become more expensive and often send changing signals, which confuses the target audience.

Do you want to know more about how strong concepts can help your brand become stronger – and at the same time, make life easier? Get in touch, and we’ll be happy to tell you more.

What do you think? What is your experience?

When you think of strong brands, what do you think of? To me, strong brands give a feeling. It can be something I want to be associated with, something I like. But why do I like them?

They have a story to tell

Often, it’s because they’ve told me their story, over and over. Whether it concerns consumer durables, or things I consume on a daily basis. They have for a long time sent a consistent message that the target audience, in this case me, has noted and approved. But how do they actually do it?

The key

In my role as a marketer, I know that it is about getting an idea of the brand to stick with the recipient. To stick, you need a story that you tell over and over. Persisting way longer than what is often desired internally. It is important to keep the story – but, at the same time, manage to make it relevant over time. The key to success is a strong communication concept.

Concepts can be talked about for a long time. They can stand for so much. What pops into your mind if I say, for example, Patagonia, Mercedes, Heintz, and Ikea? Probably about the same as mine. They are examples of companies that have protected their concept for a long time and thus made us look at them in roughly the same way.

A Strong Concept is for every brand.

It is easy to think that this only applies to large global brands. But it applies to every brand that exists; every brand can gain benefits from a strong concept. It just depends on who is your target group. If you sell to everyone, all over the world, then you need a concept that works globally. If you have a target group that consists of everyone bird-watchers of Canadian birds, the concept should attract those.

A Concept saves money – and increases the attractiveness

The great thing about concepts is that once they are set, you save a lot of time by no longer having to invent new ideas over and over – which both become more expensive and often send changing signals, which confuses the target audience.

Do you want to know more about how strong concepts can help your brand become stronger – and at the same time, make life easier? Get in touch, and we’ll be happy to tell you more.

What do you think? What is your experience?