Brand Adaptation, Realistic Expectations

At Victoria’s Secret, it results in intense public interest fueling free television coverage of its fashion shows on Entertainment Tonight and other programs. In all of these instances, fans evangelize for the brands they love, help recruit other customers, give little regard to special promotions of competitive brands, and ultimately provide higher profit margins for the companies they follow.

Though fans sometimes exist in the corporate branding world, they run rampant in the world of classic rock. Why? Primarily because of the emotional connection that binds fan to band. The ability to evoke an emotional response-”Wow, that’s the brand for me!”-is critically important for marketers looking to create loyalty among customers. Studying legendary rock bands reveals tactical lessons on how to create lasting brands, including: S Forge and foster an emotional connection with fans.

S Develop ways for your fans to incorporate the brand into their lifestyles.

S Develop what your brand communicates to fans in terms of information and emotion.

S Retain fans by continually improving the brand at a rate that doesn’t distract from the overall positioning of the brand.

S Stay fresh in the market, but true to your core sound or strength.

S Create realistic expectations among customers and understand that their expectations will increase over time.

S Reposition and update the brand by cobranding with brands that have appeal in the markets you are targeting.

S Develop talent continuously, package it well, and relate it through multiple mediums.

S Monitor brand adoption and customer behavior to drive brand adaptation.