// Let’s challenge.
Connect the dots.
Orbit View Model
We must create Brands people can’t stop thinking about.
What power do brands have over people's lives?
Humans have a natural need to belong to something and branding meets that need.
Branding is the art and science of identifying and meeting the needs of consumers. Its challenge is to realize where attention, imagination, and emotion are captured long enough to gain value and competitive advantage in the marketplace where brands are embedded. A brand is the sum of the perceptions that exist in the consumer's mind.
Why choose a Coke instead of a Pepsi? Or an iPhone over a Samsung? A Renault in detriment of a Peugeot? (These are just a few examples and not everyone likes these products).
Brands exist to grant meaning and logic to a need. They confer personality to a moment. They are born and live for a purpose.
What if we lived in a world without brands? Would it make sense? What criteria would we use to choose our clothing? Would we eat differently? Would we use social networks to watch the news? What process would we use to choose that social network? What would a soccer club, or even a country, be without a brand to give it its ty, position, segment, differentiation, and to be used to communicate its traits?
"What if we lived in a world without brands? Would it make sense? What criteria would we use to choose our clothing? Would we eat differently?"
The fact is that we are no longer able to live without brands, and no matter how hard we try to imagine a "brandless" world (interestingly, this name is a newly repositioned and successful brand), I believe that it would not be complete.
Brands make us feel fulfilled, give meaning to many moments of our daily life, and give a reason for the existence of an economy.
So, what is the criterion? What makes us, the consumers, decide to choose a product? What makes us choose this product over another? What kind of "fulfillment" is brought to our lives int that moment when we decide to choose a particular product?
Analyzing the whole value chain of brand building, from the moment where a consumer (or a market) identifies its need for a product, or the complete experience that it has when using that product, where can we find the true secret that makes brands relevant to the consumer? Where do we find that "click" that makes us feel satisfied? Who never felt "filled in" by buying an Apple product, sipping a Starbucks coffee, posting a photo on Instagram, eating a Santini ice cream, climbing the Eiffel Tower, praising Ronaldo? (or, at least, buying a brand in whose ads he stars?)
Where is that engagement? That experience? That gratification we feel by consuming, that "moment"?
There are multiple and varied forms of brand building and management, but basically, there are 5 large levels that can be visualized as an orbit, in which the first level (Corporate Level) is its "core":
