From Brand Identity to Brand Movement: The Happy Brand

There are brands that seem to be doing well. Everything is going well and the forecasts seem rosy. Until they suddenly fall over. Of course we all remember the bankruptcy of V&D in 2016. But brands such as Coolcat, Hudson's Bay, De Kijkshop and Mitra have also closed their doors in the past years.

What is the common denominator of these brands? How come these once so solid brands are now falling over? Perhaps part of the reason lies in the lack of ability to keep up with current trends. Where brands used to hang their identity on their own DNA values and the customer groups seemed to follow automatically, this order now seems to have completely changed. Brands are only relevant when the community determines it. And that community is more variable than ever.

What is a better way? The first step is to really listen to the customer groups you serve. Brands that realize that communities cannot be defined by the standard list of characteristics of age, education and gender, are already on the right track. It starts with knowing what drives your customer group and also how your customer group develops in needs over time. Beware; your community is becoming more critical and the standards you have to meet before they embrace you as a brand are getting stricter. On the other hand, if you do strike the right chord, your community will incorporate your brand into their lifestyle and become a real brand ambassador.

When you understand this, you can then offer what is surprising but relevant to them. By making choices in this and not staying too much in a gray area (you can never make everyone happy), your unique DNA gains depth and meaning.

A Happy Brand responds to the movement of its community. No more fixed identity around which the community has to form, but shapes according to the movement of the community. From Brand Identity to Brand Movement.

Are you curious about which brands propagate this philosophy and how they do this? Do you want to know how your brand can become a Happy Brand that serves your customer group in the right way? Then come to Het Gelukkige Merk; on 7 November; the event in Amersfoort about creating brand value and brand happiness.