Branding is a powerful tool that transcends beyond a catchy logo or slogan; it involves strategy, consistency, and a deep understanding of human connection. Renowned marketing expert Seth Godin highlights eight key principles that make a brand unforgettable. He posits that memorable brands are not just about selling products but selling ideas, feelings, or movements. They stand for something that resonates on an emotional level with people. For instance, Nike stands for pushing limits, while Apple represents creativity and innovative thinking. When a brand connects with people on such a level, it becomes part of their identity.
An excellent example of this is the Moleskine notebook, which despite being a simple notebook, feels different due to its packaging, the texture of its pages, and its historical connection to iconic artists and writers. It sells not just a product but an emotion, an experience, and an identity. People buying such a product feel like they are reinforcing their identity or their aspirations.
Another principle Godin emphasizes is that unforgettable brands don’t try to appeal to everyone. Instead, they focus on a niche and speak directly to people who connect with their message. A prime example of this is Harley-Davidson, who, instead of seeking mass appeal, focused on their