I have been attending a conference in Hong Kong over the past two days where Andrew Cosslett, CEO of IHG (InterContinental Hotel Group) was interviewed on stage during one of the sessions. He made this great comment about branding: “You know you have a meaningful brand when a part of the customer base dislike the concept you have created. When you are trying to attract everyone you end-up with a meaningless brand and ultimately reach no-one”.
We all know that a well thought through brand can only cater to a niche or a well-defined group of people who have in common certain needs and desires. But we never think of how important it is for a brand to be disliked.
Interesting to note that Andrew Cosslett doesn’t have a hotel background but joined IHG in 2005 from Cadbury Schweppes where he had several senior roles and was with Unilever prior to that.
Can a brand truly be liked by a certain group of customers unless it is equally disliked? Should consumers’ reluctance to purchase be a positive criteria when measuring the power of a brand?
Looking outside of the hotel industry, we can acknowledge that a brand like Volvo has developed its entire brand strategy over the last few decades around being disliked by the vast majority of the consumers, all to make sure it was actually building one of the most credible and lasting brand in the automotive industry. Volvo never joined the beauty contest but stayed focused and loyal to its niche.
Food for thought.
Fabrice Burtin – October 2010
Katie
October 15, 2010
Interesting concept, Fabrice. While I agree it’s impossible and inadvisable to try to be liked by everyone, I don’t think it’s unreasonable to try for respect across most demographics.
Josiah
October 16, 2010
I really like this concept, Fabrice. Like Katie, I sort of struggle with the practical implications of this, though.
Do we intentionally design our brand to turn off some people? I know this can probably be effective, but I’m just a little hesitant to burn any bridges behind us – the travel biz is a small world.
Fabrice Burtin
October 17, 2010
Dear Katie and Josiah, Thanks a lot for your respective comments.
I think the idea is not to intentionally exclude anyone when building a brand but not to be afraid by the idea… The better the concept will have been defined and thought through the more chance you will have to reach your targeted consumers and foster loyalty.
You don’t want to be A brand among many but THE brand that will talk to a particular group of consumers sharing the same characteristics (A.K.A. “a tribe”..).
Be unique, believe in what you do, be loyal to your concept. Success will follow.
If you take W Hotels as an example, it is a great brand but I’m sure we can all name friends or acquaintance that will not stay there just because the hip, chic, trendy concept is not their cup of tea… W Hotels is a great brand that is disliked.
There are many other examples outside the hospitality industry. Apple would not be the largest computer firm today if they had decided to follow the safest path.
Anthony Green
October 17, 2010
I agree with this sentiment…instead of trying to build a bland, appeals-to-everyone-and-no-one brand, take some chances to appeal to a particular market. Don’t be exclusive — you don’t want to upset people — but unapologetically target your market.
I also agree with Josiah and Katie in that the practical implications — the implementation — can be a difficult thing to get right, in order to avoid upsetting people.