I was reading some marko-babble on a research company website the other day and my bullshit meter went off. The sentence that woke it was “Turn your brand into a religion.” Yeah, no.
Most marketers would warm up to a sentence like this. Who doesn’t want a fealty to their brand that sticks to the soul? But face it, it’s an overpromise. When we are talking this type affinity we are talking about a product or service, not a brand. I’ve brought Hellman’s Mayonnaise all my life. The New York Times is my only life-long newspaper subscription, my tents and ski jackets are all Marmot. Not because of the brand managers, but because of the product. Read: product preference.
It’s aspirational to want an almost religious attachment to a brand, that I get. But when you put brand before product, it’s because you don’t have a really good product. Once you remove the brand from the product and promote the former, thinking it’s some ethereal and malleable construct, you’re kidding yourself. You are storytelling.
Brand management is hard work. It’s scientific. Measurable. Rules-based. But religion? Yeah, no!