“Every brand has its secret”
The “Swiss Brand Congress” on 23 June will once again present a wide range of topics in 2016. The Brand Efficiency & Brand Profiling forums provide the building blocks for successful brand building. A short interview with Ralph Hermann, owner of Heads Corporate Branding, about strategies to make your brand a “love brand”.
“Swiss Brand Congress”: What are the success factors when brands want to become a “Love Brand”?
Ralph Hermann: How do you win someone’s heart? By making yourself attractive to the person you adore? Perhaps. But you are much more successful if you listen very carefully, show the utmost interest and understanding, and can read their wishes from their eyes. The same applies to brands: a “love affair” between brand and customer is created when the brand succeeds in adapting to the individual, changing attitudes and motives and exceeding the customer’s wishes.
What are the processes involved? In your experience, what is a successful “brand framework”?
The framework is based on three pillars: authenticity, relevance and differentiation. A brand is only as authentic as its people. A brand is only as attractive as it meets the needs of its customers. And a brand is only as independent as it is a real alternative. If it can maintain these pillars, it is well equipped.
At the Swiss Brand Congress, you are chairing the “Brand Profiling” forum and will be presenting an FBI profiler as one of the speakers. What can you learn from the criminal psychologist’s approach to brand management?
A few years ago, we wondered if we could get to the heart of our clients’ brands more efficiently and accurately. In the process, we met case analyst Dr Thomas Muller and learned how FBI-trained profilers get to their target quickly, at high speed and with few clues. There is much to be learned for brand management from the way a profiler thinks. One important lesson, for example, is to take yourself out of the analysis. Every case, or every brand, has its own mystery that needs to be uncovered and played out. In this way, we use profiling approaches to increase the objectivity of our analysis. Other useful parallels between profiling and branding will be presented at the Swiss Brand Congress.
Thank you for the interview!
Autor: ESB Marketing Netzwerk