Category — Brand Communication
In a recent Wall Street Journal article by Sumanthi Reddy on new theories about why people sweat when under stress… it made me think that there is a strong parallel with brands and how they react to difficult business situations. Scientists now believe that stress-triggered sweat plays a role in sending warning signals to people around us that something is wrong. This body odor conveys a lot of information from one individual to another.
Brands under stress can “sweat” too.
They can give off signals, much like odors, and we can sense that something is amiss. Take American Airlines as an example. They have been under stress in bankruptcy for quite a while. Not only have creditors been worried, but also travelers. So what did they do… they rebranded themselves with a new modern look. In some ways, we all smelled a rat. No, they haven’t really gotten much better… their service is as sparse as other carriers, and their equipment is not significantly better than others. So they put on some new lipstick. Now we know that it was part of a complete, quiet financial re-packaging ending up with a recent merger with US Airways. So their “stress sweat” was apparent. To some extent, this scent should be a signal for investors and creditors alike. [Read more →]
February 19, 2013 Comments Off on Do Brands “Sweat” When They are Stressed?
Professional services brands may want to take inspiration from the new Barclays Center in Brooklyn, which the architecture community is touting as the next truly great building of this age. Why? Because big screens on the outside show who is practicing and performing on the inside. It shares itself with the world. It adapted technologically to our human desire to “be in the know” about everything all the time. Brands in the next generation will have to be the same way. They will be expected to show what’s on the inside (their values), not just talk about their services. Brands must reflect the DNA of the company within.
January 24, 2013 2 Comments