Multiple interactions
The last factor listed in Figure 2.1, the number of interactions
with the brand, is a factor that has come increasingly to the fore
with the rise of so-called superbrands. These are often found in
the world of fashion and clothing (Nike, Tommy Hilfiger), and in
retailing and entertainment (Gap, Starbucks, Disney, Sky). These
brands have something of an advantage over the likes of Persil or
MacLean’s when it comes to building the emotional charge. The
range and complexity of interactions gives these brands a much
greater opportunity to grab our attention and our emotions.
Disneyworld has got you from check-in to check-out, Starbucks
might keep you for a full hour, some clothes we might wear all
week – but we brush our teeth for only a few minutes a day…
The role of the brand manager is to be ever vigilant for
opportunities to increase the level and complexity of the
customer’s interactions. The Persil ‘care line’ is an attempt to
interact with its customers on a level beyond tipping powder
into a machine. Advising people on how to store a treasured
wedding dress (wrap it in brown paper…) has an emotional
value well beyond soap powder. We might only spend a few
minutes each day brushing our teeth, but we can be made to
think about them, and what assaults them, all day.
The factors listed in Figure 2.1 don’t work in isolation and
nor do they always work in the same direction. Just because an
item is low priced, regularly purchased, and has a utilitarian
purpose, that doesn’t mean that a brand can’t have a high-level
emotional charge. Toilet paper is a case in point.
20
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Understanding brands
Andrex
The Andrex brand builds emotional responses that go well
beyond the everyday utilitarian factors. The Andrex puppies
exude messages of softness, warmth, care and responsibility,
while at the same time helping to communicate messages about
the length of the roll. It is a subtle blend with a strong appeal. It is
also a very neat solution to the problem of ‘taste’ in saying what
you need to say about such a product.