What’s the point of brand when there’s no choice?

Moensie Rossier  argues that branding is essential even for “low-touch brands” which also need to actively build trust and relevance by demonstrating their value and engaging with the public.

Marketers Philip Kotler and Seth Godin would have us believe brands exist to help people choose what goods or services to buy. By implication, the only meaningful brands are consumer brands, and there’s no point having a brand when there’s no competition.

Yet brand is as relevant to an infrastructure company as it is to a shoe company. There may be no consumer choice in a traditional marketing sense, but people decide if you’re worth backing.

There’s no shopping around for the brand of water coming out of the tap, but customers are making choices. Either they question your integrity and ability, or they trust that you won’t overcharge them, will deal with contamination and keep water flowing no matter what.

To be seen as trustworthy, credible, and rising to the challenges of the times; to build cultural, employer and financial capital – build your brand. And get your skates on because you need to work harder at it than a marketer of consumer goods.

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Read the full article on WARC. 

Moensie Rossier is Strategy Director and Principal at Principals.

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