Whatever branding strategy you follow, innovative or classical, the key ingredient has been the same for a long time. Its ultimate aim is to create a “bond” between the brand and the consumers’ minds. This is “what” aspect of branding, no debate or controversy is in this.
However, the whole gamut of branding is centered around “how” aspect of branding. While it is easy to understand “what” needs to be done, much of the talks, write-ups, debates, theories and cases are centered around “how” it needs to be done. The stronger the bond between the brand and the mind, the stronger would be the market share and repeated sustenance of the same in a market. Branding Gurus at different times just emphasized “how” this could be done from their own points of views. McCarthy, Philip Kotler, David Aker, Kevin L. Keller, Seth Godin, Tom Peters, Bill Gates, Steve Jobs, Richard Branson and more – all of them had their respective models of branding dealing with “how” aspect: how to create and sustain this bond over time?
Ideally, a brand has to work hard to get close (as much as possible) to be identified with those adjectives that are cherished/expected in the hearts of customers. Emotional connection has always been important in branding, and cannot be overemphasized. The bottom line is: classical “duality” in branding must be maintained. A brand can create a bond when it can appeal both to the head and the heart of a customer.