There have been, over the years, countless fads and fashions that capture attention for a short time span. Most are forgotten, or at best, become indulgent memories. There are, though, some branded introductions that have stood the test of time, seemingly spontaneous, but in reality carefully orchestrated, intentional and with a long-term plan in mind.
Brands like Apple, Diesel, Virgin, Samsung, IKEA, Nike, Starbucks have built their success through devising a clear long term strategy. They understand that their target market cares about style, status, and, increasingly now, doing right by the planet; users want products that both delight their senses and embody their values. These aspirants want brands that:
- – stand for something more than just a product, stand for something they can believe in.
- – act as badges for their own identity
- – reflect their own opinions and experiences
- – help them make a difference
Aspirational brand owners recognize that their products need to nowadays reflect busy, mobile, individual lifestyles, and the new influences people choose to live by. The aspirational brand is a symbol of wealth and will command a premium price. Importantly, whilst many who wish to own it cannot for economic reasons, they will believe that at some time in the future they will be able to do so. It offers more potential than a niche luxury brand because, whilst relatively expensive, it is acquirable. Think Mercedes, rather than Ferrari!