THE EUROPEAN CONSOLIDATION BOARD


                                      European Consolidation Board for Foreign Industry (ECBFI)

POST MERGER MARKETING & BRANDING PACK

The ECBFI Study shows that Google, Amazon, and Apple are among the strongest brands of the last decade. They have created billions in brand value and have industry-leading business performance. What else do they have in common? Their brand success can be directly tied to simplicity--to making life simpler for their users, that is. They also adhere to simplicity rules to define their brand experiences. These rules are worth considering for any brand trying to simplify their customer experience and drive customer satisfaction, commitment, and connection. Before reading on about branding, consider a ECBFI Marketing Assessment. 

Click here to read about Marketing Assessments.

BRANDING

Consider the context.
Every brand thinks it’s the most important thing in their user’s life. Seldom is this true. A user’s experience with a brand is just one event in an action-packed life. Good brands map out their customer experience looking for opportunities to simplify, eliminate steps, confusion, and complications in ways that add value. Great brands look to where the brand and the experience fit within their user’s overall life, looking to make not just the experience easier but a user’s overall life easier. Amazon, with its 1-click ordering, is a great example of a brand that ‘considers the context’. Typical web marketing theory of the time said that the goal was to keep customers on a brand’s website for as long as possible to increase interaction and engagement in the belief that this would increase purchase.

Go deep.
Simplicity is not just eliminating steps, clarifying language or using intuitive graphics. Brands that succeed due to simplicity understand that everything must work together, clearly and seamlessly. Apple is a brand that lives this. Not only are the devices beautiful, simply to understand and use right out of the box. Not only do the devices work simply with the iTunes store, iCloud storage, and other Apple systems. It isn’t just that their user interfaces are a model of clarity and simplified interaction. 

Avoid ‘feature-itis.’
Rather than continuing to add incremental features to a brand experience over time, great brands stand firm once they reach a level of simplicity, resisting the urge to add brand bells and whistles. Melissa Mayer, former VP of Google Search Products, is credited with keeping the interface of the Google search page blissfully simple: a white page with a blank box.Despite constant pressure to use the power of one of the most visited pages on the web to promote other brands, Google resists that urge, maintaining a simple page in the best interest of the user. Simple is a powerful strength for great brands like Amazon, Apple, and Google. Increasingly, it will be necessary for every brand. In a world of ever-increasing complexity, brand simplicity is critical for brands to get right or risk customer disappointment and defection. To get full information on building your brand and then marketing it globally please ask your account manager for the Brand Building Portfolio Pack from the ECBFI. 

WHAT MAkes a good brand

Can a brand be "good" without holding all these traits? Yes - I don't believe that there is a prescribed list of attributes that a brand must hold in order to succeed. It does however show that for right now, there are specific things that some brands are doing that are contributing to their ascent. And as such it's worth thinking about your own business and what role those things have or could have (if any). However, most significantly, beyond the listed attributes, what each of the listed brands have in common is a relentless and unapologetic focus on who they are. Beyond anything else I believe this is the key ingredient of any successful brand. There are several organisations on that list that have fairly diverse products or services, however if you look underneath there is still a unifying focus - their core promise or reason for being holds. Quite simply without that, your brand will likely never reach its potential.

 So apart from anything else the brands on the good brands list provide something to aspire to in terms of brand focus and execution. The My New Logo and Marketing Pack with over 300 guides on the best next steps.

THE PACK

Everything  You Need To Build Brands

Every brand thinks it’s the most important thing in their user’s life. Seldom is this true. A user’s experience with a brand is just one event in an action-packed life. Good brands map out their customer experience looking for opportunities to simplify, eliminate steps, confusion, and complications in ways that add value. Great brands look to where the brand and the experience fit within their user’s overall life, looking to make not just the experience easier but a user’s overall life easier.