Just Listen.

What makes brands tick?

What is it that some brands get it that many others try but just don’t get it?

 How do brands find their true voice? Their true calling?

Agreed that it’s a process and all that, but how do they really stand the test of time and evolve along with their customers?

 So by definition, a timeless brand is the one that sustains it’s brand recall and impact over an extended period of time while staying true to their core brand essence and continuing to serve their audience in a positive way.

Let me give you few examples:

 Tiffany & Co: It’s almost impossible to think now that Tiffany & Co. actually began their business way back in 1837 as a stationery store. They sold some fancy goods not until 1853 that the company focused on jewellery. Now considered a timeless jewellery brand, Tiffany & Co was on a relentless quest to establish themselves as an authority on diamonds, jewellery and the likes. Over the years, with continuous focus towards what they believed, they kept winning laurels along the way to become that they are known today.

So why is Tiffany such a classic brand? There are definitely many reasons but few that really come to mind are the focus on quality, luxury, while trademarking their blue box crowned with a soft white ribbon which truly speaks of old Hollywood charm, timelessness and elegance and a brand that brims of hope and timeless grace. Something which people of that target group truly relate to and what truly drives them.

Mercedes-Benz: It’s been a very long time since Karl Benz made the first automobile and its only befitting that the brand is still around, still relevant and still ruling the hearts and minds of its customers. The name Mercedes Benz is synonymous with luxury, style, quality and royalty.

So, why is Mercedes so iconic? The answer may sound really simple but they are truly innovators, pursuing relentless quality in both engineering, luxury and excellence.

 Levis Strauss: The Jeans legend Levis Strauss who emigrated from Bavaria in the year 1863 didn’t set out to become an iconic clothing brand when they started out. He had actually been planning to open a branch of his brother’s dry goods business. But a chance discussion with a friend who had asked him for help in producing a revolutionary new type of denim pants changed the game for this iconic brand. Levi’s is most notable for the use of old-fashioned music in many of their ads, to the point that the old albums were re-released due to the demand.

Why is Levi’s so relevant even today? It’s still trusted by customers. They have constantly aligned themselves towards Denims as a category and worked towards it. A Levi’s truly speaks of durability, style, fit, performance and much more. Above all, as a brand Levi’s has an ear towards their shoppers and truly empowers them to help them guide their business.

 The most important ingredient towards successful branding is that a deep connection has to be made with the audience. And like with any relation, it is based on trust and an emotional bond. These come through years and years of consumer research, iterations, product development, recycling of ideas, revisiting important areas of consumer life cycle and knowing exactly what the consumer wants.

Knowing the pulse of the consumer.

And that can only happen when all brands are good listeners!

In the coming times, we will discuss more on topics related to branding, positioning and how as a marketeer you must stay in the game by driving your brand metrics.

 Until then, Stay Qurious!

#Qurious #tiffany #mercedesbenz #levis #Listen