Good product, bad brand!In previous entries we have already mentioned the blog of Laura rice – one of the most famous world experts in the field of branding – The Origin of Brands Blog. In it, Laura shares her thoughts and discoveries concerning the world’s leading brands, and sometimes quite interesting predictions about the future of their development. She argues that the existence of a good idea and a great product does not guarantee that you will be able to create a brand and achieve success in business.
“The sad truth often concerns me when a company that produces my favorite product, makes critical mistakes in branding. When my eyes come across such cases – your blood begins to boil,” writes Laura.
I love to do sports walk. I often walk in new York, I love to walk in Paris. Besides, I like to hike in the mountains of Austria and around the volcanoes of Maui (Hawaii).
Besides, I am engaged in fitness, and of course follow all the new trends and gadgets that appear in this area. I buy the latest trends. And one of these is MBT sneakers.
I love your sneakers MW, but their branding will not do. Trademark must fall within the consumer’s mind and take his or her place. And what’s better is its name – it will be easier for her to do it. For example, Black Berry perfectly coped with this task. Positioning gives the consumer a clear boundary between your product and competitors. Good positioning can always answer the question: “Why did you choose this brand?”
In MW there is nothing of mentioned above.
Meaningless initials in the product name – it’s like a deadly kiss. Such neglect the principles of branding can only afford those companies that has managed to win worldwide fame such as IBM or GE. They don’t have to worry that someone will not understand the meaning of the abbreviations. IBM in the market for over 84 years and GE 116.
But, MBT is not known, means by any one. No body understands what these initials are a symbol of. So when nobody understands the product’s title, the phrase cannot be used by you. This can assist you to get yourself a declaration that is branded, and vice-versa – damage. Initials are a lot more challenging to consider. Additionally – no meaning is carried by them.
MW means Masai Barefoot Engineering (chief engineering using the Maasai). Nevertheless, it’s feasible to doubt that Nigeria operating in shoes for $ 250’s tribes. Additionally – the thighs in MBT CAn’t be named a. In the beginning look they’re very cumbersome, although athletic shoes can definitely be really handy.
What? Nobody understands!
MW lies as footwear that was physical. What’s this class? Nobody actually understands this physical footwear. The class title must certainly be easy and simple to remember. Furthermore, it’s not essential to enroll the class title like a brand. In the end, it’d be greater in the event that you “kill” that class, and ‘ll function as the initial in its category than themselves.
Every company needs a competitive aspect. As long as you have competitors, you grow. The name of the category plays a very important. Usually the brand that introduces the category name, then begins to dominate. As for MW, then they have no clear category. Everyone calls them differently. And it only hurts them.
In MW two slogans and none of them is successful!
A successful brand should have one tagline and use it everywhere: in advertising, on website, in press. In MW there is no such slogan. “Physiological footwear” and “antivote” – two meaningless slogans of the product. Which do not reflect its essence. They do not bring any benefit.
MW call themselves “antivotes”. But what is antivote? The largest and most terrible sneakers that the world has seen?
Most in the shoes of MW people like what they differ in appearance. When people see shoes MW – they immediately begin to ask the owner about it. But the owner can’t answer. When the brand is weak, it is impossible to give a decent answer about its product.
Conclusion: sneakers MW is a great product… but a very weak brand. If a company wants to stay afloat – then she should think about it!