What it says on the tin
Australian brands are being devalued and commoditised due to four factors: an obsession with short-term effects, a lack of creativity, complete and utter risk-aversion and a lack of fundamental understanding for what a brand actually is.
I thought of something that touches on all of the above and which is rarely discussed.
When it comes to effects of branded communication, we make the mistake of taking absence of evidence for evidence of absence. As a result we focus on short-term, price-cutting, promotional tactics that produce measurable, but short-term and unsustainable results, failing to put efforts into building strong brands with the kind of long-term, sustainable effects that are difficult to measure and articulate.
So heres the thing: we forget that branding is a numbers game. The way a brand works is by making millions and millions of people a little bit more likely to…
pay more for
buy it again
become loyal to
And while its extremely difficult to measure these tiny changes, not least because it takes place in people’s subconscious, they add up to a whole lotta value.