BRSP 2018, Take home Examination

Submitted by Gaurav Yadav

Redefining Branding in the era of Neo- Tribalism

Products and brands have interwoven sets of characteristics and are complexly evaluated by
consumers (Gardner, Burleigh and Sidney Levy (1955). Thus, branding involves conveying brand
meaning to consumer which in turn translates into positive brand equity and ultimately results into
tangible return on investment in terms of monetary value. However, newer technologies have
paved way for powerful communication channels such as social media which emphasizes the co-
creation of brands by consumers, cultures and firms (Allen et al.,2008). Under this background it
is interesting to analyze whether brands in their current form can be eliminated or altered to suit
the current environment.

The campaign – Hate Couture – by diesel emphasizes on meanings of the moment which has
greater cultural resonance than brands which do not claim meanings of the moment and lack
currency value (Fournier, Susan, Michael R. Solomon & Basil G. Englis (2008). This was done to
ensure Diesel’s brand positioning as an “edgy” brand. Iconic brands deliver mythic meanings that
can ‘repair the culture when and where it is need of mending’ (Holt, 2003, p. 48). Social media
hate is a common phenomenon experienced now a days and designing a campaign which is not
only unique but also risky for brand equity reassures the theory that strong iconic brands are
stories which circulate in culture satisfying cultural hunger.

This discussion will explore how brand positioning is closely related to brand management. How
this positioning helps brand to resonate with its consumers and how it ultimately leads to brand
co creation in age of social media by creating communities. Finally, we will try to analyze whether
we can eliminate brands altogether or whether brands are engines for innovation and we can’t
imagine a world without brands with just utility as the matter of prime importance.

Brand Positioning and Brand Management

Positioning in brand management is essentially a balance between points of parity and points of
difference. Brand identity summarizes the vision, key beliefs, core values and extended values of
a product, service or organization (Aaker, 1996; Kapferer, 2012; Urde, 2003). An organization’s
approach to its marketplace, brand resources and strategy may, to varying degrees be market
and/or brand oriented (Ewing and Napoli, 2005). Diesel’s Hate Couture campaign is essentially
brand oriented positioning where the key objective is not to position its product but positioning in
the minds of consumer. Ries and Trout (2001, p. 178) argue that positioning as a wordplay was
a strategic priority in an over-communicated society. They call for an oversimplified message to
“cut through the advertising noise”. The objective behind the campaign was to achieve top of the
mind status which offers huge competitive advantage and projects diesel as an edgy brand.

Brand Resonance in Cultural context

Brand strength in marketplace can be assessd by 3 prime factors

i. Favorability,
ii. top-of-mind salience and,
iii. uniqueness
Thus, it is important that brand should inspire engagement, prominence of brand in memory
structure and it should be differentiating from its competitors. Culturally resonant brands are fixed
in the social experience and fundamentally embedded in the fabrics of cultural life. (Fournier,
Susan, Michael R. Solomon & Basil G. Englis (2008). Hate couture campaign with its core tag
line ‘the more hate you wear, the less you care’ basically depicts its meaning portfolio containing
oppositional meanings against prevailing hatred on social media. Meaning contradictions can also
manifest through juxtaposition against the prevailing ideology and in service of cultural revolution
and change (Holt, 2004).

Neo tribalism and Brand Co Creation

Some researchers, especially in the area of services marketing, have tried to introduce notions
such as “communitas” (Arnould and Price, 1993) or “communality” (Goodwin, 1994) in their
research designs in order to get a better grasp of emotional and communal phenomena of
consumption. (Cova 1995). Neo Tribalism refers to branding communities which share common
interest and passion towards values shared by a brand. This community in turn leads to positive
brand equity over time. The expansion of social media, internet and other technologies have given
birth to two-way communication channel which led to consumers being turned into collaborators
in brand building. Brands whose meaning portfolios contain culturally co-created meanings are
stronger than brands whose meaning portfolios do not contain evidence of cultural co-creation.
(Fournier, Susan, Michael R. Solomon & Basil G. Englis (2008). Diesel’s Hate Couture campaign
and its tag line ‘the more hate you wear, the less you care’ tries to engage with brand community
exhibiting social resonance.

Need for Eliminating Brands

Brands are engines of innovation. Without brands consumption will be there but it’ll be based
solely on utility. Therefore, world is not enjoyable without brands and their innovative strategies.
However, branding strategies over time have evolved from 4P’s of 1960’s to new digital age.
Internet has been the biggest disruptive force in last 2 decades. Social media has led to formation
of online brand communities which drive brand loyalty and is an indicator of brand strength. This
is also a way to achieve socio cultural brand resonance.

Currency Value Meaning

- Related to Opposition -
fashion or Contrast to
contemporary prevailing
fad ideologies

Multivocality -
Community -
Different
Ingroup/out
interpretation
group thinking
of brand among
and activities
different
around brand
segments

Social and cultural brand resonance

(Fournier, Susan, Michael R. Solomon & Basil G. Englis (2008)

There’s a relation between brand meaning, brand strength and brand value (Feldwick, 2002).
Brand meaning resonance translates into brand strength which ultimately leads to brand value.
Branding in digital age must consider the role of online communities and brand must be resonant
with its consumers in order to increase engagement. Traditional brand must accept the
democratic way involving its online tribe in brand co – creation. Meaningful exchange of
information is the new order rather than one-way information from company to consumer.

Conclusion

Information over loading has been a key detrimental feature of internet age. However, in order to
cut through noise, brand positioning with top of the mind status is of primary concern to any
marketing manager. Hate couture campaign of Diesel was precisely designed to cut through noise
and convey brand meaning to customers. Meaning opposition brand resonance was to align with
those who’re against cyber bullying and share common views. This would ensure positive brand
equity and co- creation with its online community by meaningful exchange of ideas and feedback.