As timeless as the idea may be, it’s still challenging to embrace: brands don’t belong to company owners, CEOs, or even marketing teams. A brand belongs to its consumers, its true fans.
Brand history is packed with proof of this. In 1985, Coca-Cola reverted to its original formula after public outcry over “New Coke.” In 2009, Tropicana invested $35 million to redesign its orange juice packaging, only to revert to the iconic orange-and-straw design following consumer backlash and a steep decline in sales. Even Airbnb’s current logo—the “Bélo”—faced harsh criticism, particularly on Twitter. However, thanks to a compelling story of belonging, the rebrand ultimately resonated, making the logo one of the most iconic today.
Despite this awareness among marketers, implementing this perspective shift remains challenging. Too few brands communicate their “why” (as Simon Sinek would say), focusing instead on the “what” they do.
This raises the question: why is this so hard to achieve, and more importantly—how can we do it differently?
When crafting a new brand strategy, we look for the intersection between what the brand does well and what the world needs. This intersection is then translated into a narrative that speaks to consumers’ lives outside the consumer context. Apple’s Think Different, for example, resonates with our lives at any given moment, not just when we’re using an iPhone or Mac.
However, many brands address only one side of this equation, focusing on their positive attributes without asking how they fit into their customers’ everyday lives. This often stems from a very human tendency to see the world through our own eyes and our organization’s lens, making it difficult to adopt an outside perspective.
So, how can brands tackle this? Here are three tips inspired by the “Three Wise Monkeys”:
See
Try to see the world from your consumers’ point of view.Hear
Listen to your customers—not just through surveys and focus groups.Speak
Bring the voice of your audience into your organization. Speak on their behalf.
