Page 265 - (DK) The Business Book

SUCCESSFUL SELLING 263

REVENUE POTENTIAL and fair trade for suppliers.
Despite the strength of branding,
there has been a backlash against
Bonding the dominance of some brands.
This is definitely my kind of brand.
Naomi Klein’s 1999 book No Logo
sparked the no-brand movement,
Advantage
I can see how this brand fits me better than others. which highlights globalization and
the exploitation of workers in less-
Performance developed countries who make
How well does it compare branded goods, such as sneakers.
with other brands? Japanese retailer Muji has
LOYALTY consistently followed a no-brand
Relevance
Does this brand fit my strategy. At the heart of its ethos
The brand pyramid needs and budget? is kanketsu (“simplicity”). Product
was created by the packaging is plain and the
consulting company Presence
I have noticed company spends little on marketing
Millward Brown in the
the brand. of advertising, relying on word of
mid-1990s to illustrate the
five key stages of building mouth. Ironically, this has served
customer loyalty. Revenues to differentiate the company and its
increase as customers move products, creating a loyal following.
from an awareness of the product Today, technology is changing
to complete commitment. the way that consumers perceive
brands. Social media and the
relaxing leather sofas, comfy chairs, products were made, and broader Internet encourage consumers to
and freely available newspapers. In ethical issues was growing. share feedback and interact. Big
the 1990s, the rise of the coffee bar Roddick sold natural products in global brands, such as Apple, can
on street corners became a social refillable bottles, and aligned the influence consumer behavior and
phenomenon that spread from brand with a number of causes. have the potential to change society.
North America to Asia, Europe, and The Body Shop became globally But organizations also recognize
beyond, because they met people’s successful because it was uniquely that consumers have greater choice
needs for a friendly gathering place. associated with social responsibility; than ever before, and are focused on
respect for human rights, the creating brands that can engage
Ethics and branding environment, and animal protection; with them on a personal level. ■
Anita Roddick started the cosmetics
store The Body Shop in the 1970s
when her husband was traveling
across the Americas, and she
needed to support herself and her
family while he was away. She had
little business experience, but had
a gut instinct that her products
had to be different to sell. Mass
production had brought choice
to consumers, but interest in
the sourcing of ingredients, how

The Starbucks brand is instantly
recognizable. In the 1990s Starbucks
marketed itself as a relaxing spot
between work and home, as well as
a place to drink fresh coffee.