The students in my branding class just reminded of one of the basic axioms of branding: It doesn’t matter what you think. It only matters what your target market thinks.
To demonstrate the impact of brands, I posted six picture of myself in shirts with different logos. I minimized other variables – using the same pose, the same background, the same facial expression, etc. All the shirts, save one, were “polo” style. The idea was to isolate the logos and their respective brands. I then asked the students what they thought of each version of me. Was one was more friendly than others? Was one more stuck up? Was one richer? Another poorer?”
As an afterthought, I tossed in a picture of me wearing a (non-polo) shirt with a dachshund logo (pictured). I bought the shirt on a whim because we have a dachshund (pictured here) and I like the breed. I thought my friends (my target market) would enjoy the (inside) joke.
Well, my students let me know that what they beheld was a lot different than what I beheld. I thought the shirt was cool in an ironic kind of way. They thought it was gaudy and generally inappropriate. (I guess I’m too old to be ironic). One student wrote, “I perceived that one to be more “stuck up” and rich. … plaid button-down shirts are often worn by wealthy Hamptons residents, it screams yacht club, country club to me.” Another student, wrote, “The shirt is crazy bright with pink and purple so he will stand out in a crowd. I barely notice the logo because the shirt screams I am here.” Yet another wrote, “As for the plaid… I’m biased against plaid. I think it looks goofy.”
So, I thought I looked cool but others saw me as stuck-up, rich, self-centered, and goofy. Yikes!
All of which brings me to Miley Cyrus and her recent re-branding at the Video Music Awards (VMA) ceremony. I’ve read a lot of hand-wringing articles about Miley’s twerking. Unfortunately, none of those articles were written by members of Miley’s target audience. In terms of branding, it doesn’t matter much what the parents of Miley’s fans think. In fact, horrifying the parents may be the simplest way to win the hearts and minds of the kids. Miley’s saying, in effect, “We’re in this together. They don’t understand.” That’s a message that always resonates with teens. It’s one of the reasons I liked the Rolling Stones as a kid. My parents thought the Dave Clark Five were just fine but that the Stones “went too far”. Message to me: cue the Stones.
What’s the message here? First, identify your target market. Second, understand exactly what your target market thinks, what they believe, and what they value. Third, ignore anyone who is not in the target market. It doesn’t matter what they think. Fourth, that includes you. You are not the target market. Forget yourself. Brand is in the eye of the beholder.