Fruitbowl - Fresh Ideas from Hawke's Bay

When Steve in the office here became the proud father of a baby boy several weeks ago, the obligatory questions were asked and all but one answered. Baby was a healthy 8 pounds 11, mum was in good health etc. Yet, baby was to remain nameless for several days - not uncommon in itself.  Then it struck me.  The decision making process new sleep-deprived-emotional-wrecks of parents go through in naming a baby strongly parallel that of brand development. In fact, naming a baby is arguably the biggest branding exercise most will ever undertake.

Our entire decision making process is guided by association – the merits of each name are either quickly dismissed or considered to greater depth based on pre-existing associations. In consumer psychology we refer to this as Classical Conditioning which is well used by fragrance, alcoholic beverage and vehicle manufacturers. Names that are known to us we attribute personality and character traits without too much cognitive engagement, and so the process goes on until mum and dad finally agree on a name that neither parent can associate with a serial murderer, social retard or school bully.

Putting aside physical characteristics and personality traits that are a function of genetics, we as parents embark on building and managing perceptions to match the reality, and if the reality doesn't stack up many proud parents will do their utmost to create a perception in the hope that it becomes reality.

We as brand builders and marketing professionals do essentially the same thing; apply a certain amount of science and pulling all manner of levers to sculpt desired identities and, like parents, manage perceptions.    

Brand managers however, have the upper hand.  An immature brand can be manipulated at the whim of it's creators, a hormone driven immature adult, not so much.

Tank Marketing