Is your brand timeless?
I saw this picture when I was travelling overseas. It's brilliant. A young boy watching an older woman walk past and clearly recognising that she is a beauty. It doesn't matter what age she is, or he is for that matter - beautiful is beautiful. There is no gender or age specifications around beauty.
When it comes to brand, it is important to have a brand that is timeless. Yes, it may evolve, but you wouldn't change it year-on-year and hopefully not within 5 years.
An Australian brand that always comes to mind when talking branding is VB. "You can get it walking, you can get it... " voice over on all of their television and radio campaigns played with exactly the same voiceover decade after decade. I remember it, my mother remembers it and my grandfather remembered it. It lasted the generations and VB will never be the same without it.
When developing a new brand, think about how long you can live with it and whether it will be timeless or not.
When it comes to brand, it is important to have a brand that is timeless. Yes, it may evolve, but you wouldn't change it year-on-year and hopefully not within 5 years.
An Australian brand that always comes to mind when talking branding is VB. "You can get it walking, you can get it... " voice over on all of their television and radio campaigns played with exactly the same voiceover decade after decade. I remember it, my mother remembers it and my grandfather remembered it. It lasted the generations and VB will never be the same without it.
When developing a new brand, think about how long you can live with it and whether it will be timeless or not.
Leave a comment
Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.
comments ( 7 )
Orthomol Junior
20 Jul 2013I used to be recommended your blog by way of this cousin. I am don't selected if this upload is actually compiled by technique of him while nobody understand such precise about my own challenge. That you are remarkable! Thank you!
ReplyGrantham
19 Jul 2013I've truly find out quite a few excellent stuff right here. Unquestionably cost book-marking for returning to. I actually astonish how the lot try you add to make such superb informative web site.
ReplyFlo
18 Jan 2013I agree that it is important for a brand to be timeless, and also remain consistent with their image for people to remember it as and when they think of a product category.
ReplyGive for example Apple. The secret of Apple's success may have less to do with innovative products than with the image the company has created through skillful marketing.
Greta
13 Dec 2012Another example of a timeless brand would be a country brand. France has been always associated with high fashion, good wine, irresistible pastries, Eifel tower, The Louvre, and the French kiss. Italy is all about great coffee, quality leather shoes and bags, pasta & pizza dishes, loud talking and passionate people.
ReplyThese associations are very unique, strong and long-lasting. That’s why country of origin cue is successfully employed in branding.
Daniel Lim
26 Oct 2012A brand has to constantly emphasise its brand uniqueness and relevance to extend through time. A great example of this is Patek Philippe's ad campaign that had the tagline: "You never actually own a Patek Philippe. You merely look after it for the next generation."
ReplyIt differentiates Patek Philippe from the likes of Rolex, Tag Heuer and Omega, that currently focus on celebrity endorsements, emphasising its position as a more premium and luxurious brand than its competitors. It also promotes brand loyalty that is passed on to future generations.
Lynnette
10 Oct 2012I wholeheartedly agree with this blogpost on branding.
ReplyBrand development is a crucial part of a brand's lifespan, in fact, it determines how the brand will react with the public sphere. It is important to market a brand in a way it will be remembered over time, in order for it to last.
Thus, its important to create a theme that will be timeless such as the example you mentioned. Beauty is timeless, with no age or gender specifications, and it is a good example for a brand theme that would last through the test of time.
Ashna Kaul
10 Oct 2012It is important that a brand project a consistent image to its customers, something they can identify wth over long periods of time. Some of the greatest fashion brands, like Chanel, Burberry and Dior, have been around for decades and though they may have evolved a lot, their basic designs are still alive and trhiving today.
ReplyA consistent brand image promotes loyalty and is therefore likely to retain custoomers in te long term.