We are not in this business to sell products.
This may come as a shock to our clients, who have presumably hired us
to do just that. However, products are simply how our clients manifest
themselves in their customers' hands. We're after something much bigger.
Sure, we want to sell the apples, but what we really want is for the customer
to seek out the tree.
Advertising must do more than connect with a consumer; it must connect
a consumer with the brand in question. Thus, the ultimate goal of all advertising
communication is not to sell products, but to further a consumer's relationship
with the brand. When a brand has won a consumer's trust and loyalty,
products will sell themselves.
We believe that every product worth buying can have its own unique Vibrant
Brand Personality. This is what can set the product apart from competition
create a place to "live" in consumers' minds. Granted, it is not a short-term
proposition. Creating and sustaining a distinct VBP may take years. However,
the residual benefits of a successful VBP come back many times over, even
long after any advertising has ceased to appear.
We seek to imbue each of our client's products and services with a distinct
VBP that has been crafted from the properties and benefits of the brand
In that way, one product's VBP could never be substituted for another's.
A VBP can do things that an individual ad could never hope to accomplish,
being the cumulative result of all messages. Naturally, the more
a product is advertised, the stronger its VBP becomes.
There is no company, no product, no service on the market that cannot
benefit from this strategy. A successful VBP can make a complex product
a mundane product exciting, a parity product unique.
At Strategic Insights, we have long embraced the concept of Vibrant Brand
Personality, and are experts in turning our client's products into
more than something
people want to buy, but something people want to buy again.
And that, you might say, is our own VBP.
For further insight into how VBP came to be and how we've successfully implemented
it for clients of all sizes, take a stroll through Whose Brand Is It Anyway?,
Reid Overcash's most recent book. You're bound to learn something,
and maybe even come away convinced it can work for you.