Brand and Perception
Most of my life has been spent in the performance marketing field. Tracking conversions and cost-per’s to the percent and penny. I never really thought brand mattered. I got irritated with big brand marketers and their massive budgets spent on building brand and getting more eyeballs on their logos and ads. I didn’t get it.
Now that I spend my days at an ad agency, I’ve developed a much greater appreciation for how all of the parts come together, and why brand matters.
Brand is the atmosphere around product. Brand trains the consumer and gives them value contexts.
Brand is why the $6.79 Advil can sit right next to the $4.29 CVS brand Ibuprofen on the shelf, and still sell out each week. Same ingredients, same pill count. Same everything, save for the branding.
I’ve always loved this story of Joshua Bell, playing as a busker in the DC Metro.
On that Friday in January, those private questions would be answered in an unusually public way. No one knew it, but the fiddler standing against a bare wall outside the Metro in an indoor arcade at the top of the escalators was one of the finest classical musicians in the world, playing some of the most elegant music ever written on one of the most valuable violins ever made. His performance was arranged by The Washington Post as an experiment in context, perception and priorities – as well as an unblinking assessment of public taste: In a banal setting at an inconvenient time, would beauty transcend?
The passersby here had been trained over time, to view a subway musician much differently than one playing in a concert hall. Same product, just a different context and perception.