Lately I’ve been thinking a lot about the
relationship between brands and their products, and what it means for both.
- How much does product development lead the building of brands?
- How much does a brand’s essence and values lead product development?
- Or, does the power of these influencers change depending on where a brand or product is in its development cycle?
Taking a look at two very different products,
SodaStream and Apple’s iPhone, gives us interesting food for thought.
SodaStream
Just last week, I was having a fascinating
conversation about SodaStream, which has enjoyed a fantastic recent
international revival, including the brand enlisting the endorsement of
Hollywood A-lister Scarlett Johansson.
This is a story of a brand re-born, and its
re-birth has been driven, it seems to me, by a strong vision for the brand,
great design, some great strategic partnerships and a clarity of values. It
seems to be very much a case of a brand’s essence and values leading product
development.
I have happy memories of SodaStream, going as far
back as 1978, when as a boy, our friendly neighbours would treat me to
SodaStream drinks. Even back then, the product had a fun element, yet it
offered the carbonated drinks that it was OK to consume, as far as my parents
were concerned. I still remember the advertising tagline of the time, “Get busy
with the fizzy”, which characterized the fun that the product sought to
encapsulate.
At the time, the product itself didn’t quite match
the advertising, because it looked considerably more prosaic and a lot less
fun. Predominantly white, cream or beige, it was identifiably a domestic
product that belonged in the kitchen, beside the fridge, the dishwasher and the
washing machine. It’s function led its marketing. Just take a look at a typical
advert.
After a while, SodaStream seemed to disappear, but
has now been revived in a far livelier form with a more energetic and robust
product and brand proposition. Now, the reality matches the proposition, and I
believe it has very much been influenced by what the brand stands for, and what
it means to consumers. Plus, it is more sensitive to the nuances of consumer
demand and lifestyle.
What’s immediately noticeable is the design.
SodaStream’s range looks cool. Consequently, it has become a much more
desirable item. The design is the primary innovation in an essentially simple
product, but it is instrumental in making the brand contemporary and
aspirational. SodaStream’s partnerships with Samsung, Breville and Kitchen Aid
strengthens its “hardware” portfolio and boosts the product’s positioning as an
aspirational item. No longer is a SodaStream machine simply functional, like
the ones I enjoyed in the late 1970s. These partnerships ensure that like
Nespresso or Alessi products, SodaStream has become a “must-have” gadget. It
has adopted the philosophy of Apple, which has made functional devices
(computer and communication hardware) beautiful, and is doing the same in its
market sector.
Secondly, SodaStream has forged some important
brand relationships. There are those mentioned above, but also partnerships
with Kraft, Sunny D, Ocean Spray, Campbell’s and SkinnyGirl strengthens the
product’s “software” portfolio – the flavours that are on offer to consumers.
SodaStream has been strategic by covering varying bases, from typical soft
drink flavours like Kraft’s Kool Aid, through the more “adult” mixer flavours
such as Campbell’s V8 beverages, to the health drinks market with EBOOST energy
drinks and the premium market of the epicurean Cooking Light brand. It’s a much
richer, more varied and more versatile offering than previously, which meets
the demand and requirements of varied consumer groups. In short, there’s now
something for all the family, which makes SodaStream a stronger proposition as
a household purchase.
Third, SodaStream now stands for something. What
leaps out at you from its corporate website is the company’s values, and what
it wants the product to stand for. Briefly, these are environmental
consciousness, encouraging consumers to use a product that produces far less
waste than the endless mountains of empty bottles and cans generated by its
“big drinks” competitors. Also personal empowerment and health, giving consumers
more choice and options that are better for you. At a time when a critical
spotlight is being shone on sugar content in soft drinks and snack foods, this
is an important point of difference. For example, SodaStream proudly talks
about the fact that its cola contains 2/3 less sugar than store bought
cola. In many respects, SodaStream
has positioned itself as a cool challenger brand to the behemoths of “big
drinks”, like PepsiCo and Coca-Cola.
This makes it more than a product. SodaStream has
re-established itself as a lifestyle brand, and as such, it now means more to
consumers and says something positive about their choice to buy and use the
product. A purchase of SodaStream is now arguably more than a purchase of a
domestic carbonated drinks machine. It’s also purchasing a statement about you
as a consumer, your tastes, aspirations and beliefs.
iPhone 6
Talk is intensifying about the imminent launch of
Apple’s iPhone 6, which could take place as soon as early next month (September
2014).
The main rumours about the iPhone’s new variant
seem to be that it will run iOS 8, a fresh update of Apple’s operating system,
it will come in larger sizes (4.7 and 5.5 inches) and it will have sapphire,
scratch-proof glass.
What’s interesting here is that these changes are
incremental: evolutionary as opposed to revolutionary. Arguably it’s a world
away from the launch of the early iPhones, which were game changers and market
makers. They revolutionised the smartphone market, changed the way consumers
used their mobile devices and seemed to offer something entirely new.
Since then, the iPhone has been joined by a host of
competitors, both in terms of hardware, such as Samsung’s Galaxy S5, LG’s G3,
Sony’s Xperia Z2 and HTC’s One M8, and in terms of software, namely Android.
These products have closed the gap between Apple and its competitors, and in
terms of some considerations, such as size, have stolen the march from Apple.
The wiggle room for product development seems to be
diminishing, but Apple has thrived on two essential brand essences: innovation
and design, and it needs to maintain its leadership position to remain a
distinctive force. The success of the next iteration of iPhone may well depend
on these two factors. From the perspective of innovation, iPhone 6 must work
faster and more efficiently than its rivals, and from the design perspective,
it must outstrip competitors in the way it looks, feels and operates.
When it comes to Apple and the iPhone,
therefore, the brand essence and product development seem to be symbiotic, both
by necessity and design. What’s always been important for Apple, as I have
previously mentioned here, is that it differentiates its products by making
them both beautiful and functional at the highest level. It’s a constant challenge,
and it remains to be seen how it meets this challenge with the iPhone 6. I
guess that time, and sales, will tell.
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