Brand Relevance: Making Competitors Irrelevant - always yours

258 BRAND RELEVANCE
Organizational Associations
A category or subcategory could include only those brands supported
by organizations that have certain characteristics. When
that happens, competitors face another relevance bar. Offerings
described in terms of attributes and benefi ts are often easily
copied. In contrast, it is diffi cult to copy an organization, which
will be uniquely defi ned by its values, culture, people, strategy,
and programs. Further, an organization, unlike its offering, is
enduring. It is not always in a state of continuous and confusing
change. The challenge is to get the customer to buy an organization
with certain characteristics instead of an offering.
There are many organizational characteristics that can influence
category or subcategory defi nitions, but the major ones
that drive category and subcategory dimensions include being
global (Visa), innovative (3M), quality driven (Cadillac), customer
driven (Nordstrom), involved in community or social
issues (Avon), having the right values (Muji) or concerned
about the environment (Toyota). These are generally relevant
to customers. Perhaps as important, they are usually more resistant
to competitive claims than product - attribute associations.
Corporate Social Programs
Corporate social programs and efforts toward sustainable operations
can serve as defi ners of a category or subcategory. There is
usually a worthwhile segment motivated to be loyal to the social
brand that will exclude brands from consideration and that do
not qualify if there are options that do. The Body Shop, for
example, built up a following through its visible endorsement of
Third world ecology and workforces. Ben & Jerry ’ s has supported
environmental causes in a colorful way that has enhanced
the company ’ s image among like - thinking customers. Frito -
Lay ’ s SunChips has created a defi ning point of differentiation
with its visible use of solar power and compostable packaging.