Who Needs the Big Brands ?

So….I think there are 2 types of ‘Mega’ Brands.

Rock Hard (Hard Rock looks better but makes no sense ) and Soft Rock (looks better and sounds OK).

Rock Hard

Equates to the likes of Apple . When a consumer goes online, or goes in store, and searches (asks) for Apple, that is invariably what they are are looking for. An Apple Product and not something that is a bit like an Apple product. I think there are few that fall into this category . Coca-Cola maybe be another. I, for one, when asking for a Coke (rather unfortunate additional connotations here) I am asking for Coca-Cola and not Pepsi nor any other Cola. I think this may fall into a bit more of a sub category HardSoft .

Microsoft, perhaps McDonalds, certain upmarket Car Brands, and in a very peculiar inverse sort of way Google. By that, I mean, many will use other search engines but will inevitably say they have Googled something. When did you ever here some one say …

I Binged (edged, chromed, safaried…..) such and such.….

Like it or not Amazon cannot be excluded from this Grouping as they most certainly do not fall into the category below as nobody benefits from the Amazon brand apart from Amazon.

Soft Rock

There’s loads of these. Big Brands which have positive impacts on generic smaller brands.

Levi’s, who hasn’t gone into a store looking for Levis when what you are, actually, doing is looking for a pair of Jeans. Hoover became the generic term for Vacuum Cleaners. Even Dyson is often used to describe bag less or cordless upstarts.

This category is littered with huge world wide brands but in most cases other smaller players benefit to a degree from the consumers awareness in the product because of the Big Brands own activities.

All these Super Brands spend hundreds of millions each year promoting their products in order to remain Super Brands. Yet some fascinating research has just been published.

http://www.inriver.com Feb 2022 via Retail Gazette

We commissioned OnePoll to
conduct an independent survey
of 6,000 online shoppers from
across the US, UK, and Germany
to share what they think about
poor product information,
availability, and findability.

As Above

There are a whole bunch of reasons why these surveys have come up with these sort of results. One, which is certainly relevant for me, is often whatever I am searching for , I don’t know of any
significant brands. I want to see whatever brands are available or more simply I have not the slightest idea of what I am looking for. At this very moment I have no doubt there will be a whole raft of consumers out there looking for Wifi Connected Swim suits so they can remain
connected whilst sunning themselves in the Mediterranean Sea and are not separated from the internet . They wont know who makes them and certainly not the brands. No, they don’t exist (-yet and yes I have checked ) but I think it works as an illustration.

Within our own industry (ie Party) a major latex balloon manufacturer’s brand has dominated the market for many years. And for good reason. They produce an excellent product and they invested heavily in marketing. However, a change happened during Covid (yes its that word again) . Supply disruption occurred. The market needed product , as there was huge demand and they found alternatives . The alternatives were found to be more than acceptable replacements . The consequence was a major distillation of the brand and a huge increase in product choice.

This effect migrated into other party products. Retailers reliant upon major brands could not get the stock they wanted started to look at other Brands who had stock. Hey Presto ! They suddenly discovered that there were other good brands out there and the product was just as good and sold as well if not better.

As above

I am not knocking good brands. I have spent most of my working life trying promote brands in various market places . My point is that I think ‘professional’ consumers i.e. `buyers should re-evaluate the brands they rely on and ask themselves are they really getting value for money . The amateur buyer i.e. the end consumer , according to the research seems to know better ……