Hero Worship

Business customers and consumers will forgive a well-loved brand the occasional slip-up – they may even help it in weathering a crisis. That’s the value of goodwill. But only ‘hero brands’ remain more or less untouchable. Liberated from mundanity, they promise us a better long-term future or at least a short term lift (e.g. cosmetics, energy drinks). 2008’s Be Berlin campaign for the German capital made the citizens of Berlin the heroes of their own city. Rather than using hired testimonials, it focused on everyday heroes.

The prospects are bleaker for brands which have failed to or have left it too late to invest in goodwill. When goodwill runs out, ‘badwill’ may be the result. Negative judgements are far more persistent than positive. It will take years for the financial sector to rebuild its brand capital. A switch in the prevailing mood can quickly become a vale of tears. Is the Hypo Real Estate brand still salvageable? No. The company is already considering carrying out a comprehensive rebranding exercise and would be well advised to commence doing so at the earliest opportunity.

A brand can indicate a break with the past – which is just what consumers and business customers are beginning to search for in the midst of the crisis. Where are things looking up? Who is pushing forward?

With Embassy’s experts, you will quickly learn what your customers expect from your brand. Act now, before your brand identity begins to falter!

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