Me and a friend recently had a debate over whether anything can be branded. His thought was that they can’t, because some stuff is just too complicated, like people and inanimate things like emotions, to simply sum up neatly and consistently in the long-term in a brand map or the equivalent – with values and personality. There is also not much point in it for some stuff where there is no marketing objective.
My thought was that anything can be branded. It doesn’t matter how simple or complex. It is all about understanding. The key is understanding the ins and outs of whatever it is and then distilling it into one ownable idea based on an actual or potential marketing objective.
The fact that some things are not constant is true of any brand anyway – markets change, consumer needs and desires change – and its all about adapting to stay relevant. This is just what brands do. Emotions are brands in their own right and are qualified with testimonials, ideas and other emotional values. Just because we can’t see or touch something, doesn’t mean it can’t be fleshed out and visualised.
It was a really interesting debate – any ideas would be welcome.