Oh no, don’t be scared. You do not need nano technology for nano branding. That’s a good news. The bad news is, some marketers in other parts of the world had been practicing it before you knew it!
“Nano” refers to a measurement of miniscule nature. Simply put, nano technology seeks to find solutions by using nano particles that will eventually lead to unimaginable product miniaturization along with increased capacity of products to do things as we like. The term “nano”, when borrowed and applied in branding, means getting into deeper level of customer minds to touch their senses, letting them feel “in charge”, thereby add value through new dimension(s) of differentiation that is not offered by competitors. If positioning means placing a product in customers’ mind, then nano branding will require a type of “nano positioning” to place a product at customers’ atomic level of mind. Talk about differentiation that steps deeper into customers’ senses! How can we do that? Is it possible to do this for every type of product category? Good question. I will probably elaborate on this in my next post. By this time, enjoy your weekend while critically thinking on this issue. Please feel free to share your thoughts as well.