INTRO: The spider is an arachnid that is highly intelligent and survives in any challenging environment. They have the incredible strength, ability and agility to climb walls and ceilings.
They are also resilient, tough, well organized, and have an instinctive sense of survival. These attributes are found in a successful brand.
Dr KK Johan, the President of The BrandLaureate was very much intrigued by Alain Robert aka the Spiderman who climbed the Petronas Twin Tower on September 1, 2009. How can a man climb so many tall buildings with just his bare limbs and why is Robert nicknamed the Spiderman? What are the special features of the spider? This led him to research on the spider and he found out that it has many attributes that are related to branding and business.
Spiders have an excellent vision and their visual acuity is by far the best amongst insects. Vision is defined as the ability to see or the formation of a vivid mental image.
Brands need to have a strong vision that will give them the purpose to move forward and excel. The vision must inspire, be clear and focused. To achieve the brand vision, there must be a brand strategy or blue print to grow the brand. The brand strategy is directional and has to cover both external and internal branding. It needs to be reviewed to take advantage of the opportunities or challenges that come along.
Insects are the spider’s source of food. The spider web possesses high ultraviolet reflectivity like those found in flowers. It is the high ultraviolet reflectivity that attracts the insects to the flowers. The function of the web is to intercept and retain.
Brands must have a positive brand image in order to attract customers. Having attained new customers, they must deliver on their brand promises and provide a positive brand experience to retain them.
Spiders have been in existence for over 300 million years and they have adapted themselves to living in different environment on earth – in the desert, cold weather, jungle and under water. They also have very strong survival instinct and adopt various behavioural ploys such as playing dead on the ground, camouflage or mimicry -to resemble another animal species in order to outwit their enemies.
Like the spider, brands must be able to overcome all challenges and be able to regenerate themselves. They must be able to adapt to the changing needs of the consumers and stay relevant in order to ensure their longevity.
History has shown that strong brands such as 3M, Coca Cola Mercedes Benz and luxurious time piece brands with over 100 years of existence have been able to survive because of their ability to customize to stay relevant.
They are able to move out of their shores and establish their brand presence as they able to adapt their products to meet the taste, needs and customs of the countries that they are domicile in.
The spider has 8 legs and it can jump up to fifty times their own length by suddenly increasing the blood pressure in the third or fourth pair of legs. In the branding context, brands must have the ability and agility to expand their reach. Brand owners must realize that the brand is the key driver of growth and they must capitalize on its potential. They must not be contented with just being a market leader in their country but aspire to have a global reach. To do that they need to have strong legs or foundation that will enable the brand to expand to other markets.
The eight legs of the spider correlate to a function in branding. They are:
* Brand Vision – define your future.
* Brand Strategy – the blue print that will achieve your brand vision
* Brand Positioning –What is your USP and attributes that differentiate you from the rest?
* Brand Communication – allows you to engage with your staff and customers on the attributes and core essence of the brand
* Brand Innovation –addressing the changing needs of the consumers and environment
* Brand Experience –the best experiences are emotional so it is important that you deliver on your brand promises and engage your consumers.
* Brand Culture – values and guiding principles that help to build a strong brand.
* Brand Equity – capitalizing on your brand to create brand value.