Everyone talks about brands. But the real issue in marketing today isn’t branding – it’s categories. People care more about the category a product occupies in their lives than the brand itself.
Think about it. Imagine yourself at a bar. It’s midnight, and you’re craving an energy boost. Do you tell the convenience store owner, “I’d like a Red Bull,” or “I need something to wake me up”? Later that week, you’re on a first date and want to impress. Do you order “a Grey Goose,” or “a top-shelf vodka” from the bartender?
The truth is, we use brand names as shortcuts to get what we really want: a solution to a specific need or desire. We buy into categories, and brands are simply the vehicles we use to get there.
Need a safe car? Volvo comes to mind. Want something fun to drive? BMW might be your answer. The desire for a cheap and reliable car leads you to a Hyundai or Toyota. Each brand represents a distinct category in the consumer’s mind.
Take Volvo as an example. They built their brand reputation on safety – that’s their category. However, in an attempt to expand their market, they introduced sporty convertibles and luxury models. The result? Confusion. Is Volvo safe? Sporty? Luxurious? By trying to be everything to everyone, they risked becoming nothing to anyone.
The same principle applies to countless industries. When a brand tries to stretch across multiple categories, it dilutes its core message and weakens its position in the market. Instead of expanding their reach, they risk losing their grip on what made them successful in the first place.
In a world saturated with choices, owning a clear and distinct category is more valuable than ever. When a brand becomes synonymous with a specific need or desire, it transcends mere product and becomes a solution, a trusted guide in a complex world. So, instead of obsessing over brands, let’s focus on understanding and leveraging the power of categories.
The lesson here is clear: brands should focus on owning a single word or concept in the consumer’s mind, rather than trying to be all things to all people. Expanding into multiple categories can dilute a brand’s identity and confuse consumers. Volvo, for example, is known for safety. By trying to expand into sports and luxury categories, they risk losing their unique position in the market.
In today’s crowded marketplace, with numerous brands competing for consumer attention, it’s more important than ever to focus on categories. By understanding what people really want and positioning their brand as the go-to choice in that category, brands can create a strong and enduring identity in the minds of consumers.
In conclusion, while brands are important, they should not be the sole focus of marketing efforts. Instead, brands should aim to own a category in the consumer’s mind, becoming the go-to choice for that specific need or desire. By doing so, they can create a strong and lasting impression, even in a crowded and competitive market. And upholding the “never get old” mantra of marketing, “Attention is the only currency of marketing!”
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of Thinklogic Media Group or any company and their associates.
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