Old writing, but still timely:
Why Branding Is the Next Essential Startup Competency
Love this quote:
In Silicon Valley, we tend to believe that better products win markets. It’s atypical to overhear a conversation at Blue Bottle Coffee or at YCombinator about brand building – brand attributes, values, positioning. Instead, our exchanges focus more on technology and more recently, design.
But over the next several years, marketing, branding and positioning, all under-appreciated disciplines in the valley will become markedly more important. As barriers to entry continue to fall driven by cloud technologies, competition among startups will increase and the startups that reach their target customer bases with the best messaging, building the most effective brands, will win.
Good insight here into the role of brands when consumers have too much of a good thing:
In fast food for example, consumers fed up with feeling they might have to discipline themselves about portion control, are now asking brands to do it for them – and recalibrating offerings in the process. Super-sizing is out. Miniaturizing is in. Small meals, small drinks, small treats … great for the brands, because proportionately consumers are paying more per mouthful for the privilege of having less mouthfuls. And great for the consumers because they feel they’re doing something that’s good for them.
The very clear message: if your brand is competing in a “more is more” scenario, sometimes the wisest thing you can do is make the case for less, not by pointing out why people should abstain, but rather by developing an offering that still feels desirable and yet also seems more responsible.
Brand Strategy And Brand Habits
via Branding Strategy Insider