By Jonathan Crocker
Brand is a very well-used word these days. I do not want to say cliché because of its importance (not least to me), but it has certainly become a close neighbour in recent times.
The B word is normally suffixed with other vital elements in today’s commercial world: brand values, brand positioning, brand identity and brand strategy, among others, and then immediately followed by structure, plan and execution. These are all correctly put together and have become everyday conversation pieces for many of us as the industry continues to develop in this fast moving, competitive landscape that we reside in.
In the middle of this corporate vernacular it is crucial that we do not forget the two pillars of business – product and customers. It is only because of these that other considerations exist.
With that in mind, when faced with a strategic question, I find it necessary to first go back and explore these two elements in detail. No matter how many stories are told, what colour palette you use or how many events are sponsored, customers will either be satisfied or disappointed by the watch that they purchase as a result.
Quality, functionality, precision and long-lasting beauty beat a marketing story hands down – but combined and with genuine authenticity these are very powerful indeed.
When I first started looking at the strategy for Accurist, it was very clear that the brand identity required some attention, and equally evident that the positioning needed to be realigned with the product portfolio. It was also clear on close inspection that the product itself was great quality and represented excellent value for money – two of the five brand values that are the foundation of the company. Hence the chosen brand strategy of rapid brand identity alignment was started for a launch this summer.
Amplification of communications designed specifically to demonstrate the brand positioning in the form of campaign, point of sale and packaging will be the output. Only time will tell if our brand activities enhance our product-customer relationship but I believe that they will, because we have held fast to the rule of doing so whilst keeping them both at the very centre of our process.
So, I ask myself the question: how important is brand? My answer: very. As an illustration I have used the word 13 times in this column – evidence enough. However, it is not as important as either product or customers, and a brand can become very hollow unless it is treated with great care.
