What is a sharp brand?
What makes any product based company a sharp brand?
I was thinking a lot about what is sharp brand. A Sharp brand is something which rests on one single attribute. Like they say, in marketing, nothing is more powerful than owning your own word. For example, BMW gives driving pleasure, Apple gives the best phone experience! A sharp brand which rests on one single attribute, surely creates a new category for itself in strategy of deep differentiation.
Products are undoubtedly one of the most important part of a brand. But ever wondered what is more important than the product? It’s the story behind and the experience of the brand. Every brand has a story. Just like there is a difference between one’s mind and body. Mind is the subtle form of the body and body is the gross form of mind. Similarly product is the gross form of brand and story is the subtle form of the brand.
It’s as simple as consciously or unconsciously imagining a story behind the coke while you’re drinking it, whether you like it or not.
There are eight points which make any product based company a Sharp Brand.
Making a new category