The Brand Thing

by Roger Pynn

Raise your hand if you are getting tired of everyone trying to tell you what makes a brand successful.

Isn’t that like telling you what it takes to earn a paycheck?

Another one from Advertising Age online caught my eye today because of the headline:  “In Today’s Disruptive World, Brand Heritage Isn’t What It Used to Be.”  But what Nick Clark (executive creative director at The Partners, New York) was really doing was ranting about the Apple Watch in a partnership with Hermes.

Brands are not born out of creativity.  They are born out of the same thing that earns a paycheck … hard work.  Hard work to understand your consumers and what they want.  Hard work to satisfy them.  Hard work to retain them by keeping abreast of what they want.

I agree with Clark that there’s no need for a Hermes Apple Watch, much less the watch itself.  After all, Apple’s iPhone and smartphones in general created a generation that all but abandoned the wrist watch because their phone keeps better time and is tied to their entire existence.  But I won’t abandon my passion for Apple products just because they introduced something I don’t need … and I don’t care that they tried to make their watch sexier in a deal with Hermes (a brand that does nothing for me).

I am loyal to Apple because 99 times out of one hundred they have thought ahead for me and figured out what I need … and they deliver on that promise.  And they give fantastic customer service.  And they have the most helpful people on the planet in their stores.

They work hard at that.  That’s their heritage.

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