What to Do When You Lose Some Brand Equity
Most of my clients love to tease me about my orange Aztek. And I love to hear them tease me — because I’m one of the few people they know who actually drives one — and likes it.
The orange Aztek has turned into a sort of brand characteristic of mine. When I’m supposed to meet someone — they know if I’m there because they can see the Aztek in the parking lot. Sometimes people see and orange Aztek and think it’s me – and it’s not. So we have a laugh over that.
But this past Saturday – my beloved “Orange Crate” was turned into what we now lovingly call the “Orange Crush.” Luckily no one was hurt and we are dealing with the eventual birage of administration and insurance that comes with a mishap.
Something surprised me in all this — the emotional – sort of branding connection I had with this car. We don’t know if it will be totalled and we will have to replace it – but the thought of losing the conversation about my ugly orange car has me — well — saddened. This, of course made me think about what we can do when an element of our branding and who we are disappears – for whatever reason. Is your organization unique enough and your position strong enough to work with that?
What is it that makes a brand element strong? I think it’s the connection and relevance it has to what you are known for — what you promise to your customers.
When that connection is strong – then an element is cohesive, authentic and genuine and it works.
Have you changed the way you think about Wal-Mart, now that they’ve changed their logo?
To help you get the brain stirring, here’s is a nice little rant at Androids that addresses the point that a logo is NOT a brand – and gets to what the difference is. Whew – that makes me feel better and says to me that even though I may not have the “Orange Crate or Crush” I am MORE than that car! (A few mid-life crisis participants should remember that too).
So what should I do if they trash my car? How can I maintain that same energy and lift that the Orange Crate gave me — without it?
The new Smart cars come in orange. I wonder if mini-coopers come in the same color. I think you should go with a similar color car and a personalized license plate. Maybe strtgstw is available?
Hi Ivana,
Glad that you are OK!
No offense, but the Aztec just never did it for me.
Joel
Hi Guys – I think that’s what I loved about the Aztek (in addition to the awesome gas mileage (26mpg for a big A– car). And the unique look of it AND the fact that everyone but me hated it. Something about that combination just really worked for my “positioning” around what I do.
George – that’s a good suggestion – an interesting car in an interesting color. Like that.
I’d say go with the Smart car,(to push your ’smart’ angle) or a hybrid, (to be identified with sustainable-consciousness) ! tee hee, oh and i really don’t like the wimpy underplay of the new Wal Mart logo.