I like brands that endure.
I wear Brooks Brothers (1818), Orvis (1856) and LL Bean (1912) clothing.
My aftershave is Pinald (1810).
I drive a BMW (1912 again).
And I live in an old town in New England that was settled in 1649 in a house built in 1927. The house we lived in before this one was built in 1770.
All of this is not a coincidence. I like to think that the brands I favor have stood the test of time. These brands deliver quality and value even as they have adapted to changing market conditions, competitive threats and new ways of doing business.
There’s another reason I have stuck with these brands for years well beyond the fact that I am an intensely loyal person. There are emotional and often irrational reasons I like brands in the first place. It’s pretty clear that I have not picked my brands because they were the lowest cost or that they deliver the highest status. I’ve selected them because they work for me functionally and passionately. The $7 after shave that I buy at the drug store has little in common with my 5 series BMW. On the surface, there is little commonality. Beneath the surface these purchases are very much the same. They all are interesting. I feel good buying them. And I enjoy using them.
When it comes to building brands, I want to create brands that will last. This includes offering both practical benefits and emotional connections to our audiences. I want my brands to be logical, distinctive, interesting and at the same time familiar.
There’s something irrationally rational about brands. That’s the puzzle we marketers try to solve every day.