Brand Lounge is ten years old, but some of our team have been building brands around the world for far longer, so we know a bit about branding and we are happy to share our knowledge with you. To start the ball rolling, here are a few of our firmly held beliefs.
Brands are communities of people with shared values and beliefs. We buy their products and wear them as badges of belonging to define ourselves to others. We are Nike people, Apple people, and Harley Davidson people. And if you think that’s just a consumer perspective, think again. It also applies to industrial and corporate industries just as well.
A purchase is an emotional process. Some analysts are just confused because society has persuaded us that grown-ups should act rationally. So we post-rationalise, but that doesn’t change the fact. Brands have to build relationships beyond the purely practical.