First of all you need to know that all ads are brand ads. That is to say, they all contribute to the brand building of the products or services they are selling.
The Rule of Consistency tells us that in order to keep good brand equity and to market a brand successfully, we need to be consistent. In advertising, a single message must be kept across time, place and media. Well, let's use this analogy. Building brand is like building relationship with people, or to be specific, with your loved ones. If you connect them regularly and in a consistent manner (body, personality and mind), you'd have more chances to keep and grow the relationship. Of course, you can still add a bit of surprise from time to time on your body but you should be the same person who they know, I meant personality and mind.
Similarly, brands are also made up of three parts - Body, Soul and Conscience.
Body refers to the product or service offered by the brand. It's the engine of upgrades and innovation.
Soul is the unique character and personality of the brand. It's the mother of the brand.
Conscience is the corporate responsibility and values of the brand. Particular importance for global brand.
So where do you apply the rule of consistency here?
Examples:
Singapore Airlines - "Singapore Girl" - The brand proposition has been delivered for over 30 years.
http://www.youtube.com/watch?v=ykSBMqffuQ8
http://en.wikipedia.org/wiki/Singapore_Girl
http://www.youtube.com/watch?v=EIkx6E0Mwsk
Any comments?
3 comments:
I want to ask some examples of changing their brand image, like 大快活 and Bossini, they changed everything under their brand DNA. They almost just kept their name not changed.
Is there any tips that when we handle a project about rebuilt a brand image?
Brand :Singapore Airlines
i think ....
Base on the slogan "A Great Way To Fly"
body: provide a great traveling service
soul:Singapore Girl
brand value(conscience): caring, warm, gentle, elegant and serene
We have to understand that the idea of branding came late in most Asian brand, or particularly HK brands. At times they start up their business, the need for consistency was not a priority so were the strategies of the advertising aganecy or marketing people so they they could have more jobs to do if they change their promotion frequently. Further more, a strong brand needs consistent brand disciplines, so do the employees and its agency. The rebranding of 大快活 and Bossini has examplified the need for consistency in branding. But it will be too early to judge whether they could keep their promises, time will tell.
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