Adit Garg Week 11: The Brand vs the Product
I have always known that what matters more than a product delivered is the branding behind it. Even in my past blog posts, I have stated that the way an idea is presented is more important than the idea itself. However, I have recently started to think about this, even more, when I didn't just refer to brands as companies, but people as well. I learned that we all have a brand; the things we say and do affect this brand. A brand is nothing but a portrayal. I didn't just think about companies, I thought about music artists and everyone who is able to garner a tremendous amount of support for the content that they put out. One of the things that they all had in common was that the brand was more unique than the product.
First, let's take a look at some companies that dominate or have dominated their sector. Apple is a pretty self-explanatory example. When people want a cell phone, most of the time they get it from Apple. However, my brother always makes fun of me for using Apple's products so much. He introduced me to the cell phone that he uses that costs literally 1/2 the price of the iPhone. The most expensive iPhone at the time was around 1200 dollars while the phone my brother was showing me was 600 dollars, but my brother's phone outperformed the iPhone in every single way. The phone was faster, the camera was way better, and it had everything the iPhone had and more (there were like three fingerprint scanners in different areas of the phone). It really just shows the power branding has. Most of us are paying hundreds of dollars for branding and don't even realize it because of how subconscious it is. Another good example was Beats by Dre. At a certain point, if anybody wanted headphones, Beats was the way to go. The headphones would sell for hundreds of dollars, yet when an audio expert compared Beats to a 20 dollar pair of headphones, he confirmed that the 20 dollar headphones indeed had better quality. That is because instead of putting most of the production costs into making high-quality headphones, Beats decided to put most of the money into branding. They spent loads of money on making sure the packaging was right and that the biggest celebrities at the time were wearing Beats by Dre. In the end, it clearly worked because Beats became the most popular headphones.
However, it is important to realize that branding doesn't just apply to corporations. It applies to people as well. One good example of this is Kanye West. All of his albums share a common theme: liberation as in being free from societal norms and traditions to create anything. And aside from just saying it in his music, Kanye does anything to facilitate it. Making fun of a famous singer while she gets an award on stage, wearing a Trump hat everywhere he goes and saying that slavery was a choice, running for president, to even abusing his ex-wife and her boyfriend on social media, Kanye has done it all. But the important part is that all these actions and all this preaching give Kanye a really unique brand. He has a story of redemption, rebelliousness, and an aspect of hopelessness that spans decades. He has an image of a crazy genius who will do whatever he wants, and it's pretty clear that a lot of what he has been doing has been intentional. He understands that as a brand the only way he can garner major influence is by creating excitement, and clearly, it has worked very well.
Hi Adit! Firstly, I would like to appreciate the deep analysis and thought you put into finding the connection between branding a product that is to be delivered. Many famous people such as musical artists and individuals from companies such as Apple have used this approach to gain fame easily in a short time period. I could completely relate to the headphone example you have given us since I have also heard that although everyone is so fond of the Beats headphones, branding itself plays a large role in the popularity of the item as a twenty dollar headphone set can definitely make for a better quality headphone that is ten times better than the Beats-branded headphones. One aspect that fascinates me the most of this occurrence and truth is that it is not solely one aspect of the product that is better than the more expensive version, rather its multiple things such as the speed of it or even the camera mount that is attached to it. The common theme that I see in correlation with celebrities and commonly used “expensive” items leaves me in an astonished state thinking about how we are subconsciously doing this. Thank you so much for your blog.
ReplyDeleteHi Adit, first it's hilarious that there are two blog posts mentioning Kanye this week. And it kind of goes to exactly prove your point about how smart his branding is. I wholeheartedly agree that the way a product or a person is marketed can make a world of a difference in the perception of the public. In this era of mass media and technology, just a good product isn't going to get you anywhere. It's extremely important that you know how to publicize it as well, just like you mentioned with your example about Apple. It stays the same with celebrities too. Just because someone is a good musician or actor doesn't mean anything to the public. Their image is what matters. This was a very interesting post, and I look forward to reading more from you!
ReplyDeleteHi Adit! The power of branding is certainly not something that should be overlooked. It's honestly remarkable to see how companies have gotten so good at using their branding to sell their product. Apple's marketing is particularly astute, as I had previously thought that Apple was on even footing with its competitor, Android, but apparently a majority of people in recent years more often turn to Apple products. Even though some of the practices employed to sell a product or service may not be ethical at times, like actively obtaining and selling personal information, I suppose that companies will always resort to any measure to make more profit.
ReplyDeleteHi Adit! Your last paragraph reminded me a lot of my POAS, Frank Sinatra, as he was also really famous despite being so controversial, and performed many charitable deeds to protect his good name and to promote his music. Also, a funny story, My dad got scammed once when he was trying to buy Beats from a shady website. The item took a month to ship, the box was all battered, and the headphones looked like they were going to fall apart any second. I laughed at him for a while for even considering using a shady website. My mom was also interested in the Apple headphones when they first came out, and I kept trying to convince her not to buy them because they looked really stupid (no offense) and were probably as expensive as every other Apple product.
ReplyDeleteHi Adit, I agree with you about the importance and power of branding to override some of our best judgment. Despite this, it was still eye opening to hear some of the clearly highlighted side by side comparisons of the superior quality of cheaper products. Despite knowing how important branding is, I think we often fall under the illusion that more expensive products are better, but this certainly is not the case. I think a great example of how powerful branding can be is how many people are willing to spend $400 on Gucci belts, which are not that different from regular belts. Branding helps people feel as if they are buying a superior product and it becomes like a popularity contest, where having a branded item helps you fit in. The examples you showcased are a good reminder to not blindly follow the crowd and actually consider the quality of the products. Prior to reading your blog, I had not really thought about the branding of people, but I completely agree with your point on how celebrities portray themselves a certain way to gain traction and Kanye West is a great example of this. Evidently, branding is immensely powerful.
ReplyDeleteBranding is an insane method of increasing profits. A single Gucci shirt will likely be made in the same factory as simple Nike shirts, while Off-White Nike shoes that can go for tens of thousands are made next to fake Adidas shoes that go for pennies in comparison. Apple has the market cornered because it was such a centerpiece of phones and computers for so many years. The quintessential laptop to this day is still likely a MacBook air, even when there are so many options that are better in terms of both price and quality. It is more than just the laptop you are paying for: you are paying for the unquantifiable information, such as the prestige behind the brand as well as the "clout" that comes with such a nicer brand. Branding is almost like free money.
ReplyDeleteHey Adit, you make a compelling argument as to the strength and power in effective branding. I sense that Kanye's continued eccentric and erratic behavior only continues to expand and grow his following, leading to even more publicity and popularity. It's already at a point where news about his life and content is overpowering the conflicts about impending war, so I'm very curious to see what he does to continue his growth of popularity as well as how he utilizes it. Branding is such a crucial aspect of commercial business and consumerism, as even suboptimal products can be successful because of extensive and effective branding. Though this might not apply to Kanye directly, I find that this concept has been seen in almost every industry, with products being marketed and sold almost because of branding.
ReplyDeleteBranding is key to all corporations and even people. The phrase “sell yourself” that is said to politicians, celebrities, and artists is most certainly not an exaggeration. Once you put yourself in the public eye you are no longer a person, but rather a product that must find a way to appeal to the people in your audience and beyond. Talent is definitely one thing, but branding makes up probably 50% of success in artists (luck makes up another 40% and talent probably only takes up 10%). Branding however can be many things. Personality and character quirks are one thing that comes to mind when I think of it. But the prestige that comes with popular brands is almost ridiculous to me. Many people buy branded products just for the heck of it. Apple products are one example of this that you mentioned. Apple presents itself as sleek, modern, and more high-end than other smartphone companies. I remember seeing Steve Jobs present the first iPhone and its touchscreen. It was something never before seen which is what made Apple phones so appealing.
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