As we explored last week, heritage is not built by being around for many seasons. Nor is it in transactions happening repeatedly. But rather what the brand has come to mean to your customers, especially your brand advocates (those customers who love to talk about the brands they love). Perhaps we love Apple, not Android. It may be Coke, not Pepsi. Perhaps it’s Nando chicken that appeals rather than KFC. Whatever brand we speak of, it’s clear we’re not talking about just the components or ingredients. Rather it’s about the experience we have, and how those brands make us feel. It’s the associations we have built up over time in our mind’s eye.
A soundtrack plays and we are reminded of our first date 20 years ago!
We book a meal at that restaurant and smile as we remember that welcome we received many times over as we conceptualised the new business, (and even though it was countless hours spent and the budget only stretched to a couple of cups of coffee.)
You prepare for a critical presentation and as you get ready you seek out that item of clothing that just fits you like a glove so you feel more confident wearing it.
There’s a collection of memories, a collection of moments, that are associated with the name. These brands have built a strong emotional connection over time. And as marketers, it’s this that we need to pay attention to. How can you create experiences that will build memories for your clients?