Each day our brains are bombarded by thousands of brands that struggle and compete for space in our memory. A valuable brand is one that has established its own code, its personality, and has decided to be an experience for its target audience. Big brands don’t sell a product, they sell a way of life. Apple does not sell computers, it sells creativity and design, BMW does not sell cars, it sells driving pleasure, and Coca Cola has been selling happiness for more than ten years.
A brand is the most important asset of a company. It conveys not only the concrete characteristics of an object but also the ethical values and principles of the company behind it. That is why it is important that a brand understands the new consumer, their needs. A brand is much more than the representation of a product, it is an identity.
As Tom Peters affirms in his book “The Circle of Innovation (1997)”, the success of a company comes not so much from the hand of its products, but from values which are intended to transmit with it. In short, what the customer buys is not the product itself, but what differentiates it from the rest. They buy the brand, the soul of the company. Because selling a feeling is not the same as selling a product. A brand establishes an emotional bond with its customers becoming irreplaceable in their lives.
Brands are born, grow and evolve, have life, a life cycle that seeks to last in time as much as possible. Create culture, a culture that perfectly reflects the case of Diesel by the hand of Renzo Rosso. An empire that has gone from being a specialist in jeans to being a lifestyle brand. Thanks to its advertising strategies, Diesel has become an international, cult brand for millions of young people. A whole success story since, as we know, the textile market is one of the most transitory.