Recently my wife Joanne told me about a challenging time that she had had with our 3 year old daughter. You see it was my nieces birthday party and Joanne had bought her HI5 Pajamas as the gift. When my daughter was told that the Pajamas were not for her she threw a tantrum and bought on those big crocodile tears. Yet again my wife had faithfully fulfilled her role as the fun Police. I couldn't help but wonder how my daughter would have reacted if those Pajamas were the exact same colour, shape and design, but didn't have any logo?
Think of a couple of brands that you love. How is it that they can evoke such powerful emotions and command such a tribal like loyalty? The emotional branding process shouldn't be disregarded as simple or secondary, however certainly within the capabilities of every organization. It only requires a commitment to uncovering the truth - and the courage to act on it.
Hmmm I wonder, would your customers be upset, if your brand was taken out of their life?
