June 8th, 2011
Superbrands: It’s a Battle of Hearts of Minds

Lately, we seem to be hearing a lot about brands being a bit like religions: Apple store openings have been likened to evangelical prayer meetings. And only recently we learnt that our brains recognise our favourite brands the same way we recognise close friends and relatives.

So if brands are becoming such an integral part of how we function as human beings, what exactly are these superbrands doing to achieve this?  Alex Riley is the man with the answers, as he goes on the trail of the world’s biggest brands and comes up with some fascinating insights.

Perhaps most obviously, the one thing superbrands seem to have in common is longevity. But that aside, the forefathers of these global brands display a startling ability to market their businesses at a time when even the term ‘marketing’ had yet to be coined. Their brand strategies were way ahead and whether you’re a big fan of fast food and soft drinks or a fully fledged fruitarian – 1.5billion servings of Coke a day can’t be wrong.

Riley’s documentary also surprisingly illustrates what a pivotal time for developing brand loyalty World War II was: Heinz became known as an affordable and nutritious staple food during rationing while Coke shipped its bottles to troops overseas for a dime a bottle.

Then there’s Red Bull, which is one of the most unique branding models around. Forget sponsorship – Red Bull weren’t playing second fiddle to anyone. They own their own sporting teams for Formula 1, they also own Salzburg football team and even invented the now famous Red Bull Air Races.

They’re all impressive examples. But ethical? That’s for you to decide. With Coke aiming to double their marketing share by targeting teenagers, and Red Bull erasing the historical culture of their football team, some might argue that they’re ruthless industry machines. But then business ethics are a whole different blog post…

If you didn’t catch it the first time, check out Alex Riley’s ‘Secrets of the Superbrands’ here: http://www.bbc.co.uk/programmes/b011fjbp

 

Filed under: Brand identity, Branding, Interesting, Logo design, Nice idea
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