Archive for June, 2009

A friend of mine, who also works in PR, showed my blog to her (lovely and very smart) boyfriend and he came across my post about my now dusty Cartier watch. He made a comment along the lines of “I like the way Neil writes, but he works in PR, doesn’t that mean that he should be all about the brand? I mean isn’t building brands what you guys do for a living?”

When I was told this I immediately got defensive (not too dramatically mind) and explained that my problem is not with brands themselves but rather when a brand lets you down, as Cartier did to me.

I have reread the Cartier watch post and can see that I might need to clarify my position a little. So thank you friend’s boyfriend for your insight. So here I go…

I do believe in the value of brands and yes part of what I do for a living is to build belief in them. I think that brands are powerful and by their very nature build loyalty – strong invisible ties that keep you coming back for more. They inspire us and give us a warm fuzzy glow when we interact with them.

Some of my favourites are:

• Clothes: Paul Smith, Nicole Farhi and Hugo Boss
• Electrical stuff: Sony , Toshiba and Miele
• Food: Sainsbury and Prêt-a-Manger
• Department stores: John Lewis
• Skin care: Clarins
• Cars: Mercedes Benz
• Sports clothing: Nike

This then extends into countries (Italy, Spain, Thailand and India), artists (Chris Bush), where I like to go and see films (Vue), the ice cream I love (Haagen Dazs) and even bins (Brabantia) I buy for my home (I’ve got three of them).

So I am an official brand lover and from my list of brands above you will have already got a feel for me as a person – drawing from your experience (whether as a fellow brand devotee or just having seen marketing relating to that brand such as an advert or maybe even an engaging viral). This short list of brands blends into a profile of me. Not all of me, not a definitive “yep I got this chap sussed” but more of a flavour.

Brands are about human interaction, they are built by organisations which are run by people and the consumer of that brand, who again are people, derive enjoyment from buying, visiting, using, etc, etc, etc, that brand.

As part of the brand experience there are always going to be times when a product lets you down – it’s normal, things break, they are after all just stuff, and stuff is fallible. I can cope when something screws up. What I hate is when something does go wrong and you give the brand an opportunity to correct it, and following this plea the response is “bugger off”. They don’t try and keep you, they just spit you out. This is the problem with brands that don’t live up to the proposition, as Cartier did in my experience, where a ‘lifetime guarantee’ guaranteed absolutely nothing. We want brands (with all our heart) to deliver on the promise.

As the saying goes ‘To err is human’, and when we make an error we should apologies where necessary and strive to get it right. This is what great brands do (I will maybe post some more on great brand experiences in the future). The very process of correcting a problem reinforces our belief that our decision to engage with the brand was a good one in the first place, building more trust, more loyalty.

Phew, that was a long post, I hope that I have explained myself a little better. Anyway I’m off for a Diet Coke now ;+))