Because many marketers inadvertently and over time tend to segment their markets along attribute-based categorizations of products and people, it is unfortunate, but not surprising, that they often do to their brands the same thing that they have done to their products. Brands often have become omnibus words that don’t do well any of the jobs that customers need to get done when they hire the brand. Because most advertisers want a brand’s meaning to be flexible enough for a range of products to be housed under its umbrella, many brands have lost their association with a job. When this
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I think that customer perception has changed regarding this. Because great brands have the tools and ability to design great products rapidly, people are now more likely to purchase products from a known brand in a different category because they trust that the brand creates great products. Apple’s AirPods. Amazon’s Echo.
