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Was Aristotle a branding Guru?

It is really striking, how several truths about effective branding strategies, were already proposed by the ancient Hellenic Philosophers, Aristotle and Socrates.

Socrates : Be as you wish to seem.

You can spend tons of money in advertising or you can promote your brand in many creative ways, but unless you truly become what your brand promises to be, you will always risk to end up at the lower part of the sales and profits curve. It is not about your look or what you say, it is about the experience you offer to your customers. A three level experience. Physical, emotional, mental. Does your brand address those three levels? Do you really invest in all three? That is the most precious advice for any company that wants to effectively build its brand. Work on your brand experience and follow Socrates suggestion, “Be as you wish to seem”.

Aristotle : A friend to all is a friend to none.

It seems that Aristotle was a branding guru. His views align with the fact that positioning is the most essential ingredient of a successful brand strategy. Have you noticed how many unsuccessful brands try to incorporate many different messages?  If you try to rich out with a mix of messages, in hope to attract several target groups, you probably end up being an indifferent brand to all of them. That’s the situation where marketing budgets fail to show results. Does your brand send many different messages? Keep it simple and as Aristotle suggests you will finally have true friends. For your brand, “true friends” would mean, loyalty, high profit margins, and efficient use of your marketing budget.

Socrates : He is richest who is content with the least.

Socrates view reminds me of those dreadful packages that are full of irrelevant information and images. They are packed with “we are the best” to “half price” to “USPs”, all with huge lettering, shouting “please buy me or they’ll through me out of the shelf in no time”. Top marketing managers, are realising that private label products are gaining in popularity not only price, but also for the clear & clean approach of their packaging. Yet in many countries, private label products still, have no branding strategy, are badly designed, cheap and boring, Unlike the novice, retailers  in the UK and Switzerland, have seriously invested in private label branding and design, attracting customers and delivering stellar results.


188 Comments

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