Where does your brand start?

Or, more importantly, where does your brand stop?

Years ago buying products meant going to a store (physically) or at least opening up a catalogue (sorry America, that’s how it’s spelled). Side note: it’s weird how when I was a kid the notion of shopping from home seemed either rural, or something that you didn’t want to admit. And now, with this Internet and World Wide Web — it’s almost a trend!

Today, brands are reaching out in so many different ways – both to sell and to create awareness (which eventually creates sales, so I’m told). Whether it be traditional advertising, social/digital marketing, websites or in-store. And in some case, stores. For example, Apple – you may have heard of them. They make a few consumer products. They had a great leader – but he’s dead now. Yeah, that Apple.

Hard to believe that the First one opened in 2001, or that there are 421 (as of this date) worldwide. Apple wanted to have their own experience when showcasing the products. Ultimately they wanted control over that experience – hence the reference to the dead leader, Steve Jobs. I think he understood more than anyone the importance of owning your brand – not just physically, as in the products. But almost spiritually – how the store allowed you to move, how you interacted with the products and overall be in the mindset of Apple.

Above and beyond that Apple has moved to taking that control further. Basically having mini stores in other retailers. It’s not uncommon to find an Apple display in a Best Buy or a  WalMart. It’s part and parcel of having that power – the sales weight combined with an unflinching attitude. But, that approach is slowly seeping into other brands. Now you can be standing in front of a branded sales area for Beats (by Dr Dre) or Bose, or a few more. And the real estate that they take up varies. Depending of course on product depth and how much they’re willing to pay for that space.

It is quite a natural progression for brands that are setting their own tone – through product development, unique product offerings and stand-out company personalities. It’s really just another place to harness and expose a brands wherewithal.

Where will the next level of brand-takeover be?

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