"Okay, just for the record let's state the obvious:
- Yes, having a strong brand is very valuable.
- Yes, the highest goal of advertising is to create a strong brand.
- No, for the most part consumers are not in love with brands
- No, consumers do not want want to have a conversation with your brand, or an "authentic relationship" with it, or co-create with it, or engage with it, or dance with it, or take a shower with it.
"I promise you, if Pepsi would disappear tomorrow, most Pepsi "loyalists" would switch over to Coke with very little psychological damage.
Nike devotees would throw on a pair of Adidas without having to enter rehab.
McDonald's faithfuls would cheerfully eat a Whopper without the need for counseling.
In fact, according to Havas Media, “in Europe and the US, people would not care if 92% of brands disappeared.” And, to be perfectly honest here, I would not care if Havas Media disappeared. "
This post first appeared on A Marketing Blog By Marketing Journal, please read the originial post: here
