Here’s why a brand is a construct of the mind. I met a long time acquaintance of mine, and after a glass or two, we retired to head back home. His glass of Jack Daniels was half empty, and he wasn’t going to leave it behind. So we asked the waiter to have it packed which she obliged and returned with a clear disposable plastic tumbler.
The statement my friend made is what got me to reconfirm that actually, a brand is a concept of the mind—an expectation. He said that the JD would lose its taste when he drinks it from the plastic tumbler. In a real sense, it was his expectation to play games with his mind. A familiarity that this drink’s presentation is synonymous with a lowball glass. But did it change the taste?
This concept got me thinking about what it would be like if the waiter from my favorite coffee bar served my hot chocolate in a wine glass. This presentation would leave me puzzled at least for the first minute or so and leave me wondering why the rest of the time and when that happens, no other quote brings order to the chaos than Warren Buffet’s “You can hold a rock concert, and that’s okay. You can hold a ballet, and that’s okay. But don’t hold a rock concert and advertise it as a ballet”.
A brand must get into the practice of consistently delivering messages that are aligned to its core brand values and in the same recognizable tone of voice and use of visual elements.
When has a brand presented with a product or service in a way unexpected? I’d love to hear about your experience.