 | Já sabemos, mas nunca é demais repetir este exercício retórico. Os produtos (ou commodities) encontram-se nos lineares dos supermercados, nas montras ou expositores dos pontos de venda; enquanto que as Marcas encontram-se na cabeça das pessoas.
As marcas alimentam-se de experiências únicas e extremamente individuais que diferem de pessoa para pessoa* e que vão para além do benefício primário e funcional. Essa experiência ou ligação é de quem a sente e não de quem a fornece. Como corolário: As marcas pertencem às pessoas porque são elas que as "criam". O brand manager ou marketer que não compreender esta simples verdade de Lapalisse está no caminho errado. * "To illustrate how people construct their personal mental model of a brand: Take eight, eight-stud LEGO bricks and make a model. You will not be short of alternatives, as these eight bricks can be combined in 102,981,500 different ways. Building a LEGO model serves as a metaphor for how consumers build brands. Each brick represents a single expression of the brand or clue to its character – name, packaging, advertising, promotions, events, experiences, call centre, vehicle livery, and so on." - Connecting with the New Consumer, Mediaedge:Cia |
A seguintes citações são extremamente sucintas e elucidativas:
"Trustmarks don't belong to companies. Trustmarks belong to the people. I own Fast Company magazine. I want it every month. I want to read it, to take it apart, and to spread it around to my friends. The editors of Wallpaper don't own that magazine. I own Wallpaper. It's not theirs, it's mine -- and they'd better not fuck with me." - Kevin Roberts
"It is the consumer that owns the brand (...) Brands are no longer a set of image attributes applied to your product to differentiate it from the competition but an experience" - John Grant
"If consumers are not happy with the brand, they simply do not buy, and the corporation has to adjust according to what the consumers want." - Josephine Wong
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