Example :

Oreo brand

If someone named Oreo, how old is he?

Little kid. Because the branding has naturally used small children as advertising stars, the audience also is.

The marketing content is typical of Oreo extended consistently.

If you don't have a blueprint brand, choose whatever model you like, look for the cheapest one, and don't have any specific characteristics. Ideally, they should be set up and decided from the beginning of the roots.

Oreo's business age is 108 years. However, Oreo designs itself as a child's age. The characters are children, funny, and adorable.

Regarding the brand character:

Imagine, if your brand were to become a human, it would be:

1. How old is he?

2. What is gender?

3. How is his personality?

The purpose of the brand's specific character is to make it easier for us to create content.

Is it necessary to create a new brand when some additional new products have better quality than the regular ones but at a bit expensive?

Let's say that there are regular and premium ones. The price difference is 2-3x. Consumers are willing to pay a higher price as long as the difference can be identified and found.

How do consumers know product quality? The way consumers know that it is supposed to better one, can it be held? Can it be seen? Which consumers can identify the product directly. If it's still considered abstract, most consumers will buy the regular one and don't want the premium one. So, if both want to be united in one brand, make a physical difference that can be easy with the five senses.

For example, the iPhone brand. Processor difference between iPhone 12 and iPhone 12 pro. If it is differentiated by processor only, consumers cannot identify it unless they are sharp-eyed. So, the physical is different, so the camera is like 2 and 3, and the weight is either. That makes it easier for consumers to physically identify the differentiators why premium ones tend to be more expensive.

Source : Dodi Zulkifli Podcast

Recreated and Written by : Temmy Valentina Pahalani