The options for differentiated brand building is slowly slipping up, and it is forcing you to think of alternatives. With the myriad of brand logos trying to stand out of the crowd but creating brand confusion for the consumer, it is crucial not to be dependent on your brand logo alone. Stemming from the Coca-Cola contourization strategy, their bottle is proved to be extremely recognizable – even if it is smashed to pieces and even without a logo. A brand’s color, taste, smell, series of pictures used in advertisement, and many more features should be used as elements of a brand so that the consumer can recognize it despite the lack of your logo. Safeguarding yourself, by having every aspect of your product branding beyond the logo, can provide you a smashable brand.
SPECIFIC ISSUES AND KNOWLEDGE NEEDED TO MAKE DECISIONS
- Are there some elements of our brand that are being too challenged by other products on the market? – not necessarily in our category?
- Which elements are smashable for our product?
- How can we brand build the elements so that they will be an inherent and recognizable part of our brand and in the end – smashable?
- In brand smashing consistency and persistency are essential – how is can we be consistent and persistent without losing the impact and freshness of the brand?