The exciting thing at the moment is we are in one of 'zones of renewal' that sit between the maturity of one life cycle of products and businesses and the emergence of another. And to paraphrase MB; 'Some brands may soon no longer be in business while some businesses may soon become brands'.
Interesting topic and one that’s been around for years.
I used to do a training session on brand vs product and used a simple example to help illustrate this. Envision this, I filled five clear glasses with different beer products. No one could see the cans from which the fluid came from. I had people taste test these products and provide me with their thoughts on the brand. Most could not do it. I then shared the beer cans the fluid came from and asked what that meant to them and, as you might guess, people had all kinds of comments about the brand ... "I like this beer but have never liked the brand" or "I love this brand but the beer not so much."
The exciting thing at the moment is we are in one of 'zones of renewal' that sit between the maturity of one life cycle of products and businesses and the emergence of another. And to paraphrase MB; 'Some brands may soon no longer be in business while some businesses may soon become brands'.
Interesting topic and one that’s been around for years.
I used to do a training session on brand vs product and used a simple example to help illustrate this. Envision this, I filled five clear glasses with different beer products. No one could see the cans from which the fluid came from. I had people taste test these products and provide me with their thoughts on the brand. Most could not do it. I then shared the beer cans the fluid came from and asked what that meant to them and, as you might guess, people had all kinds of comments about the brand ... "I like this beer but have never liked the brand" or "I love this brand but the beer not so much."