Creating Brand Value

In the 1950s, branding was about USP (Unique Selling Proposition) where the physical product and not the brand,was the main differential. The 1960s saw the emergence of ESP (Emotional Selling Proposition) brands where products were seen as being different because of an emotional attachment. Take Coke & Pepsi- where consumers drink the “label” rather than the cola. During the 1980s, it was OSP (Organizational Selling Proposition), where the corporation behind the brand becme the brand. Then came BSP (Brand Selling Proposition) where the brand itself was much stronger than the physical dimensions of the product. E.g:- Pokemon, Harry Potter, M&M’s or Disney. In the MSP (Me Selling Proposition) stage, consumers took ownership of the brands. E.g:-  Jones Soda, a Canadian brand, lets consumers design their own label, which they then distribute in the designer’s local area. Nike & Levi’s websites allow consumers to customize any of their models to fit their need & size.

As mentioned by Martin Lindstrom in his book “Brand Sense,” the brand building of the future will move from a two-sensory approach to a multisensory approach. The future of branding will welcome the Holistic Selling Proposition (HSP). In order to have a feasible future, brands will have to build a brand platform that fully assimilates the five senes- Touch, Taste, Smell,Sight and Sound. HSP brands give a complete sensory experience and have their own identity, one that is consistently expressed everywhere.

There are some companies that are doing it just right and in our following postings, you’ll get to know about those exemplary companies