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FEATURE<br />
What are you<br />
looking like<br />
that for?<br />
We’re all aware of the importance of building a strong brand,<br />
so why is it that companies don’t give their visual assets the<br />
consideration they deserve?<br />
by Martin Dupree<br />
It’s interesting that, both from a<br />
consumer or trade perspective, as<br />
consumers we are all looking to<br />
brands for emotional connections<br />
when we’re looking to buy.<br />
Whether we’re seeking to form<br />
relationships with brands or with other<br />
people, we’re prepared to put in the<br />
groundwork, simply because relationships<br />
are important to us. We all love forging<br />
relationships as human beings.<br />
There are those that will swear blind<br />
that they only ever buy based upon<br />
price, but don’t believe them – even the<br />
most hard-nosed procurement officers<br />
will be influenced to some degree by<br />
their understanding of a brand and the<br />
product with the greater brand equity<br />
will always have a greater perceived value<br />
to them.<br />
With this in mind, what I don’t<br />
understand is that, even with brands that<br />
have undergone well-executed brand<br />
development exercises, some companies<br />
seem quite prepared to produce imagery<br />
that looks exactly the same as their<br />
competitors. Large amounts of effort and<br />
expense may have gone into fine-tuning<br />
core values, tone-of-voice, personality<br />
and a proposition relating to a brand<br />
strategy in order to stand out from<br />
the opposition and make its offerings<br />
irresistible, only to create me-too<br />
52 www.guntradeworld.com
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