Brand Romance
March 10th, 2008Without fail you will be faithful to whomever you are romantic with. Romance isn’t something cheap or quickly reached. It comes from seeing your loved one’s true colors, and sharing special experiences together. Product experiences, although less meaningful, share some of the same qualities.
In the branding pyramid below, notice the order. The lower form the foundation, and the means to the upper. My product must first have good core functionality. This means solid features such as the ability to undo, arrange, save, to have stability. Only then can we move to a killer experience. This takes style, and the discipline not to show off all your teams programming talent just because you can. What is my target customer reaction? “Woh, nice”.
Upon this foundation can we start to coax feeling of loyalty, sometimes irrational preference, and strong attachment. Romance! (Cheesy, I know)
