THINKing

The Tangible Brand

As marketers, we typically spend a lot of time on the intangibles of a brand, or building the emotional connection to a product or service through communications. The tangible expressions of a brand – the product or service itself, customer service, the retail environment – often don’t match up to what we’re trying to communicate. If we want to build a successful brand, we must differentiate the product, service or corporation in an attractive, meaningful and compelling way using tangible and intangible attributes.

Land Rover seems to get this.  MediaPost’s Marketing Daily reports that Land Rover is tweaking its annual G4 challenge to make the brand more tangible, more about the experience.  Finbar McFall, VP/marketing at Irvine, Calif.-based Land Rover North America says, 

“We have two forms of communications, and one of them is 3D, which is the experiential side of the brand. And it’s especially important for Land Rover. Nothing sells these cars more than people driving them and showing off their capabilities. The spirit of adventure is at the hub of what we do, and this is the best way of showing off the adventure, and this is the best way.”

Are you making your brand tangible? Tell me how.

Other Posts Of Interest

• Creativity 2010 – Week #35
• Is Your Marketing At C-Level?
• Creativity 2010 – Week #39
• Creativity 2012 – Week #15
• Did Hardees Kill Advertising?