In today’s economy filled with consumer over-stimulation, people are driven by their feelings and emotions. This has created a new form of branding, known as attitude branding. Attitude branding is where a company chooses to represent a feeling that does not have a direct connection to the product.
Nike Corporation is one of the forefathers of attitude branding, with its billion dollar phrase of “just do it.” The slogan itself is not particularly related to their products; it does not purport any particular details about Nike shoes or athletic gear. Instead, the branding strategy promotes a lifestyle, an emotional connection with the consumer. This is clearly seen in Nike commercials, which rarely highlight the shoe, but instead focuses on people achieving their athletic goals.
Other popular companies that built their corporate empires with attitude branding include Starbucks and The Body Shop. Reflecting upon their branding, their slogans and symbols do not relate to coffee or body products, respectively. Instead, they both attempt to connect with the consumer’s emotions, encouraging customers to enhance their lifestyle through their products.
Attitude branding is one the most effective ways for a company name and product to become known by millions of consumers. This form of branding can take a small business and create a global corporation. Starbucks started out as one small store in Seattle – but through attitude branding that was reflected in its logo and store ambiance, it has become a global phenomenon found in almost every country.
Success and attitude branding go hand-in-hand. When you can tap into a consumer’s emotions and lifestyle desires, you build your company’s foundation to tremendous prosperity.
Nike Corporation is one of the forefathers of attitude branding, with its billion dollar phrase of “just do it.” The slogan itself is not particularly related to their products; it does not purport any particular details about Nike shoes or athletic gear. Instead, the branding strategy promotes a lifestyle, an emotional connection with the consumer. This is clearly seen in Nike commercials, which rarely highlight the shoe, but instead focuses on people achieving their athletic goals.
Other popular companies that built their corporate empires with attitude branding include Starbucks and The Body Shop. Reflecting upon their branding, their slogans and symbols do not relate to coffee or body products, respectively. Instead, they both attempt to connect with the consumer’s emotions, encouraging customers to enhance their lifestyle through their products.
Attitude branding is one the most effective ways for a company name and product to become known by millions of consumers. This form of branding can take a small business and create a global corporation. Starbucks started out as one small store in Seattle – but through attitude branding that was reflected in its logo and store ambiance, it has become a global phenomenon found in almost every country.
Success and attitude branding go hand-in-hand. When you can tap into a consumer’s emotions and lifestyle desires, you build your company’s foundation to tremendous prosperity.
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