BRAND BUILDING BEYOND ADVERTISING!
„Fazer – taste of Finland“ isn’t that an appealing slogan? As I am an exchange student from Austria I am really interested in finish culture, traditions and habits and I really wanted to learn something about the famous finish chocolate producer. That is why I registered for a visit to the Fazer Experience Visitor Centre which is located in Vantaa, Finland. However, how important is brand building beyond advertising and what is behind all this? What do you think?
According to Aaker and Joachimsthaler there are ten guidelines for brand building beyond advertising. It is important to
- Clarify the brand identity, value proposition and position
- Find the sweet spot
- Find the driving idea
- Involve the customer
- Surround the customer
- Break out of the clutter
- Link the brand building to the brand
- Strive for authenticity and substance
- Stretch the brand building program
(Aaker & Joachsthaler, 2002)
With the Experience Visitor Centre Fazer managed to implement some of those guidelines. In general, the traditional Karl Fazer chocolate is best known for its delicious taste, high quality ingredients and of course its blue wrapper which symbolises the pure Finish nature. As a result, they have a clear brand identity and besides this they are also a part of the finish cultural heritage.
Fazer definitely involves the customer with the Experience Visitor Centre. Fazer’s passion for chocolate was the sweet spot and with the Centre they found a way to integrate the customer. They succeeded in strengthening the relationship as the visitors get the chance to experience the brand and to actively get involved. They also broke out of the competition and created something special.
In addition, they attract a lot of people with the fact that they are allowed to eat as much chocolate as they want during the visit. Does that also capture your attention? Furthermore, it is important to mention that you truly have the possibility to discover the brand and the company during the visit. As you are not allowed to go to the factory they have VR glasses (virtual reality glasses) to have a look at the production of different products.
To sum it up it can be said that the Fazer Experience Visitor Centre is an excellent tool in order to gain interest/attention and to build up a solid relationship to the customer. What do you think about such a Visitor Centre? Would you visit the Fazer Experience Visitor Centre?
Aaker, D., & Joachimsthaler, E. (2002). Brand Leadership. London.