Be Yourself, Everyone else is taken...

The key sucess factor of every company lies on how do they differentiate themselves against others. It is crucial to know exactly how you are unique or different  compared to others, especially in the early stage of a business development, as it is more complicated to change public’s perception about your business when it is developed. However, it is important to bear in mind that not changing public’s perception that matters, but adjusting the perceptions that already existed in the public’s mind and personalize it into your own brand that counts.

One of biggest drivers of a sucess in brand personalization is to own a unique Attribute or Concept. Take an example of Google own ‘search’ or Facebook with ‘like’ and ‘poke’. It has becoming a word on their own, and that’s their brand. The most significant brand that invent and owned their personal concept is Apple with their ‘i’ series. The word ‘i’ symbolizes everything that Apple embodies; form innovation, ideas until personalization of every product like iPad (i am Pad) that has been an undefeatable pioneer in their own product category.

However, having our own concept itself will not sustain the life of the brand if it is not supported by asking ourselves :

“What are we doing as an organization to motivate our customers and to feed their hungers and desires?”

Abraham Maslow define that there are five stages in human hierachy of needs: Physyiological, Safety, Sense of Belonging, Self- Esteem, and Self Actualization. Harley Davidson is an excellent example of a brand that has created their own concept and it is aimed to motivate their customers, as well as feed their hunger and desires.

Established in 1903 by William Harley and Arthur Davidson with a racer motorcycle in mind. And today, Harley Davidson has become a cultural icon and had attracted people who loved its bad-boy mystique, powerfulness, rumbling voice, distinctive roar, and toughness; as well as own the word ‘bad boy’ and ‘manly’ as their brand. They have suceed to build a unique selling point or concept that are able to gain extraordinary loyalty from their customers, through developing a worldwide community that valued the experience of riding a Harley Davidson more than the product itself; which feed human basic needs of belonging and esteem.

At the end of the day, the key importance of building a brand strategy lies not only in the capability of developing a concept of your own that differentiates you against others. But the unique concept have to motivate or inspire the customers and satisfy their basic emotional needs at the same time.

Reference:

Trout,J. (2012, March 19th). Brand Strategy: Lessons Learned. Branding Strategy Insider (http://www.brandingstrategyinsider.com). Retrieved at 21st March 2012. 

Should Louis Vuitton get Social Media friendly?

While I was sitting in the lecture theatre at Building B, Monash University Caufield campus, listening to Wagstaff’s amusement at Coca Cola’s recent “Share a Coke” campaign (total marketing gimmick!); it got me thinking that there’s plenty other brands that does this sort of personalization gimmick too! Not to mention Heinz canned soup, Build-A-Bear, Personalized storybook, and the list goes on. These campaigns are turned out to be gimmicky genius! But will it work to a more high-end brand like Louis Vuitton?

I recently dropped by Louis Vuitton’s facebook page, and surprisingly, it is well managed and well thought, unlike any other high-end fashion brands facebook page. And to be honest, I was amazed by how Louis Vuitton designs their facebook page. It may be still in the standard facebook layout, but the features included were beyond my expectation. There are two features that stand out the most, which are their ‘Fashion Show’ and ‘MonMonogram app’.

The ‘Fashion Show’ feature showcase the Louis Vuitton Spring/Summer 2012 Collection fashion show, allowing all Louis Vuitton fans or fashionista around the world to have the chance to experience the full show.

And the most interesting on the LV’s facebook fan page was the ‘Mon Monogram app’ where it allows the users to personalize Louis Vuitton bags with stripes, colors and initials through facebook application. After the bag has been personalized, then the users are able to send it to their friends on Facebook, or inviting them to join the application. The payment method could also be done through the application or simply go to the Louis Vuitton website.

I personally don’t think that it is such a great idea to have the ‘Mon Monogram’ facebook application for a high-end brand such Louis Vuitton. I have to say that their online presence was great, the whole personalized bag was brilliant and the personalization done through their website are fantastic; but through facebook application? Well, I guess it is just me, but I do think it is kind of risky step to be taken by an established high-end brand such Louis Vuitton which this initiative have the potential of tarnishing the brand image; I guess facebook should really develop facebook business (a world of online store) afterall...

What I admire the most from Louis Vuitton are their effort to engage and establish relationship with their customers, through their initiative of ‘Fashion Show’ feature on their facebook page, as well as their twitter account (@LouisVuitton_HQ).

But I somehow still feel doesn’t quite right, maybe i'm being pessimistic of this idea... Should luxury brand go social media without risking their brand image?

Leave your comments below, and tell me what you think! :)