Are
you Changing Colours?
Chameleon brands are the new breed of brands on the marketing
horizon. What are their characteristics? Read on to find
answers
Brand
traditionalists say that brands have to have a singular
focus. However in a world that is dynamically "changing",
it is impossible to remain in a state of inertia. Everyone
knows the situation: market fragmentation, media fragmentation,
slump in ad sales, consumers' individualistic attitudes
and exacting expectations. The only way that a brand can
survive is to ensure that it is multi-faceted. This way
the brand will reach out to many and cater to a larger audience.
For instance, cars have multiple shades to their images
and are perceived differently by different audiences.
Reaching
Out
The
media is chosen depending on the lifestyle of consumers
and the reach frequency. For instance, for a food brand,
the communication could be through recipes on leaflets,
posters in the supermarket or through word-of-mouth. Chameleon
brands are multi-faceted, have a consistent core, vary and
adapt to different media and situations, and are complex
in nature.
For
instance, Ford is a chameleon brand. Consider its brand
portfolio: they have a car for almost every segment, and
the communications campaign can be adapted to be effective
on different channels, though the essence is the same: Class
and Style.
Identifying
a Chameleon Brand
A
chameleon brand's identity depends on the way a consumer
perceives it. For instance, three consumers may perceive
an Armani shirt in three different ways: one may appreciate
the excellent fabric; the next might view it as an Italian
fashion statement, and for the third, it may be the label
that matters most. A chameleon brand offers a rich and
complex experience. It re-invents itself, but its internal
structure is strong and consistent (in part due to the communications
within) thus lending it the essential integrity.
Building
Chameleon Brands
Building
a chameleon brand is quite difficult. Most marketers consider
it an extension of their existing portfolio, but the truth
is far from it. A chameleon brand can be effectively created
on the Web. There could be five different banners for the
same brand posted on the Web, each generating a different
response, and each suitable to different locations. The
advantage on the Web is that the responses can be measured
and monitored.
In
the print medium, the attention span of an ad is limited.
In fact, most consumers tend to ignore these ads on the
basis of 'Seen that, been there'. There are too few ads
that support the variations in a multi-faceted brand communication
exercise. The need would be to cater to different segments
and their needs. For instance, the magazine ads for "Indian
Express" stand out because there is a deliberate attempt
to make them different and innovative.
The
emphasis must be on creating a number of brand associations
that establish a one-to-one connection with the consumer.
Some brands may have a wide range of key associations, either
in images or words because of the heavy advertising influence.
McDonald's as a brand has numerous associations. Right
from Ronald to the arches to the concept of "McDonald's
Mein Hai Kuch Baat" - it reaches out in different ways
to different consumers.
Over
a period, campaigns change and associations alter, e.g.
Cadbury's brings to mind many images: The Real Taste of
Life, sweetness, Cyrus Broacha, the excited girl, and many
more. Chameleon brands are built by combining various
images, pictures, sounds and ideas in the consumers' mind.
The brand fit should be tilted towards multi-media and integrated
campaigns. Proper integration must use each medium to add
something new, to fill in the big picture, to build a holistic
view that consumers will not perceive in the short run.
Keeping
Chameleon Brands Alive
The
most essential step in chameleon branding is to identify
and hone the core essence of the brand. This then becomes
the central core of the theme, which then becomes the platform
for representing multi-faceted dimensions of brand associations.
Chameleon
brands attempt to cater to the requirements of every segment,
target groups are basking in all the attention they are
getting from marketers, and marketers are pleased that their
brands are doing well in the market. It's one big happy
family!
Related
Reading:
1. "Multiple brands serving a single vision";
Lawn, John; Food Management; Sep 2001
2. "Chameleon Brands: Tailoring Messages to Consumers";
White, Roderick; Admap; Jul 2000
3. "Low Involvement Processing"; Heath, Robert;
Admap; Apr 2000
