Brand Relationships and Looney Tunes

Was doing a presentation the other day and used this video from an old cartoon. Think it's a great (and simple) example of the two different types of relationships most brands have with people.

The first type (brand is the little dog, its customers are the big dog)...


Most brands are like the little dog in how they use research and how they communicate. With research, most brands typically only reflect people by asking them about their desires. In essence the brand/customer conversation is "you said this is what you want, so that's what we'll do" That's ok, but it doesn't build strong connections. That's because it doesn't try to uncover the values they both share....it forgets the values and strengths of the brand and gives the customer too much power in the relationship. The brand is there and somewhat useful, but not hugely valued (much like the little dog)

To express this differently, think about that person who we've all dated at one time or another who had no opinion and agreed with anything you said. The relationship can last, but easily ends when you encounter someone with a clear sense of self or point of view that you find interesting or that challenges you.

It's the same with communications. Most brands just pester people with their messages hoping they will listen. They feel like unless they tell people everything they have to say, they'll be ignored. They leave no room for discovery. Think again of that person you dated. Very nice, but probably a little desperate in their desire to always please you.....a trait that's never high on many "great qualities" lists.

Here's the second type of relationship...


A bit extreme I admit (don't think companies would ever slap their customers around), however the difference is that the brand knows what/who it is and is flaunts it. Inherently there's a part of this type of relationship that many brands are very uncomfortable with....being ok with the fact that some people might not like you. However, that's not such a bad thing because the people who do like you will like you that much more. It's the difference between being a leader and a follower. Not everyone agrees with a leader's style, but those who do form a much stronger bond with that person. Whereas a follower has no style for people to even have an opinion about.....not a situation that's conducive to loyal relationships.

Before you start thinking that brands must alienate people to be successful, stop and think about points of view in general. While it's true that some strong points of view are polarizing, some are have very wide appeal....creativity (apple), safety (volvo), and money is only a means (Citibank) just to name a few. I suppose the trick is to have a point of view that has broad appeal and is relevant to your business.....specific enough that it easily relates to your business, but broad enough to appeal to larger insights into human nature.

Granted, these videos are examples of the extremes of the brand/customer relationship (most are somewhere in between), however they offer a good way to think about having people chase your brand instead of the other way around.