We choose to patronize an establishment for the products and services it offers, but also for its 'authentic' identity, its culture, the way we relate to it.
To a MALL, a DEPARTMENT STORE or a MULTI-BRAND BOUTIQUE -- vehicles mainly distributing third party brands and services, identity is the cultural model -- the precise point of view informing the selection and presentation of a range of products.
Similarly, to a BRAND, identity is its culture: its creative content, its perception of the world and stance, the vision shaping its mission, the manufacturing know-how of product or a service; the communication model; and most of all its capacity, its capacity for innovation -- all the aspects that contribute to create an identifiable brand foot print throughout direct and indirect selling channels as well as social.
Today, customers travel in higher numbers than ever before, visiting malls around the world.
They are savvy and with a wide range of information at their fingertips, they make informed shopping decisions.
In an environment where all is visible and available, customers patronize organizations with clear identities, precise cultural content as well as an unapologetic value stance, and are quick to spot and drop brands being inauthentic to their core values.
This commercial scenario requires clarity, independence and courage. Not homogenization and sameness.
Obviously, there is still economic gain in having stronger brands at the mall. Yet, wouldn’t it also be exciting to discover something new while wandering the corridors of malls on the other side of the world?
Perhaps, there was a time where ODMs made sense, but is that model still working today for everything? What about going back to original design?
It appears that being oneself, standing for a belief pays off.
Owning a heritage allows innovation: ADIDAS.
Owning a cause, defines a strategy: PATAGONIA and ROTHY in the US GREEN COMMON vegan groceries in HK : companies with a quest to participating to the building of a better world.
It’s risky but it is necessary.