If until a few years ago, the brand’s exclusive purpose consisted in the mere evocation of a life style, today a brand must fulfil a greater task: intrigue its public through interaction and by sharing an ideal.
The product is certainly important, but not as much as in the past due to its easy ‘’cloning’’. Therefore, if it’s true that a product – to be successful – must be launched on the market only if you are certain that it will satisfy an actual need of people, it is also true that – in relation to the needs of the modern individual – there is room to satisfy the most hidden and unconscious needs.
A brand must feature an independent personality in order to survive changes concerning the market and consumptions: paradoxically detached from the intrinsic characteristics of the product and trends.
It is difficult to obtain brand’s uniqueness when for example, focus is paid on the scent (of a detergent for floors) or pleasure (driving a car), because competitive brands may be confused with one another, generating advantages for direct competitors.
We are in the era of the Brand 3.0: the only option is to choose an emotional aspect concerning human nature, because applicable at global level and independent from social and cultural variables.
In brief, the brand must be turned into a tool to diffuse a credo that can involve most of the targets, creating a consistency of thought, without the consumer feeling victim of a business proposal.
Read some cases of consumer brands that chose Univisual: