Making a brand hot that’s a lot to do with brand recognition and history as well as what is going on currently. Let’s consider brands of automobiles and cars. There are luxury Brands such as Mercedes and Bugatti. These brands have a brand cachet that is associated with luxury and design as well as superlative engineering. But it is based on the badging alone that gives these cars are premium over say a Toyota or a Honda. However brand hotness and brand loyalty can be developed through brand history as well. Let’s consider Ford trucks which have changed very little technologically and are not necessarily at the forefront of technology but are consistently the most popular trucks in all of the United States. Brands that are extremely hot and Automotive sector are the ones that are electric. There is no hotter brand Tesla which is an all-electric brand that is able to generate thousands of pre-orders for its automobiles before they ever even hit the road. This brand hotness comes from a combination of technology and design as well as being at the Forefront of a technology that is still very exciting and outside the norm of most car manufacturers. Tesla has invested billions of dollars into designing cars that are not only beautiful and technologically advanced but also can be scaled down to a price point that is accessible for more than just a super rich.
The beauty of the Tesla cars is also a big selling point and the beauty of their cars is a big reason for the brand’s hotness. Designed by top-flight designers from other car companies that were brought to Tesla a big reason for the brand’s hotness is the vision and investment of its founder Curlys Musk who is often considered to be one of the most exciting CEOs of our time. Developing the sort of hotness with a car brand is not easy and cost billions of dollars but now that they have achieved it they will be able to parlay this into revenue. Brand hotness is also about social media these days and not just about your product. With the changing of the media market the way to get your brand awareness out there has also shifted. Whereas before you can buy out add space in magazines and on television now with the shifting media consumption of the Target demographic these days if you want your brand to be hot you need to harness the power of Facebook and Instagram and Twitter and Snapchat in order to cover your bases as far as getting the word out there about your brand and getting it advertised by the tastemakers.
These days followers are the metric for deciding what is worth spending your ad dollars on. For instance YouTube Bloggers with millions of followers or Instagram accounts with millions of followers are paid a handsome return in order to promote certain products to get them into the hands of the Target demographic and the youth and the young people. Millennials are the Target demographic and are very savvy about being advertised to. They don’t like being directed for marketing and targeted in a traditional way. They take personal recommendations very seriously and are more convinced by a personal testimonial than they are by a mass marketing campaign. Brad hotness can also be achieved through special events like concerts and festivals in order to get a brand out there to those who wait BD tastemakers. In the next and last blog post we will discuss conceptually what makes a brand hot and talk about for the strategies to brand and Market your company or product for maximum hotness.
Apple products have been the hottest and at the forefront of all technology for over a decade now. Starting in the seventies the Apple brand distinguished itself for stepping outside of the norm in computing and differentiate themselves from their oring competitors with effective advertising and branding. Apple always set itself apart with its brand image but also based on its products. Where as every other computer company made their product an open-source affair where anyone could change and reprogram it and build it from the inside out Apple set itself apart by locking its computers and making them bought as is. This set them apart from their competition but also made them very controversial at first. However they were able to overcome this and make this not a weakness but a benefit by superlative programming and engineering that gave people what they wanted 98% of the time keeping the experience streamlined and intuitive.
On top of this their branding and marketing and advertising were always on point. The design elements of their products are always sleek and beautiful with a focus on design and the beauty of the products that they create. This emphasis on aesthetics and beauty also set them apart from the competition who were putting out clunky gray boxes that all look the same and have no aesthetic sense or beauty. Apple was also able to differentiate itself and become a hot brand through its creative advertising. Apple created and iconic advertisement for its Macintosh computer that featured during the Super Bowl and had a dramatic scene straight out of the novel 1984 where a woman carrying a hammer destroyed the mouthpiece of the dominating meant to evoke their IBM competition. Click here to find out more. This ad which didn’t feature any computers and it was very controversial at the time but became an icon and set them apart as a hot brand to watch.
These days Apple’s most ubiquitous and famous product is it’s phone. The iPhone has become so common and popular that is now the default device for people in the United States. How are they able to parlay their success from computing into cell phones? The answer is there iPod player. The iPod was a first-of-its-kind device that was able to harness the compression technology of the new MP3s that were coming out and put them in a single-use handheld computer that can be accessed anywhere. This was revolutionary as it was the first time that portable music was possible without any sort of physical media like a CD or a tape necessary. The popularity and ubiquitousness of this product led to a desire for the phone when Apple created it. But this is also in large part due to their establishment of branding and design from the outset. They had such a strong and hot brand presents already from their computing and I iPod that even before the specs of this product came out it was already a huge hit. Combined with the charismatic personality of its CEO Steve Jobs . All of these elements combined to create one of the hottest Trends in technology or any other Market. In the next few blog posts we will describe other brands and markets and discuss what makes them so popular. We will discuss brands of cars as well as further and I accept the concept of branding and marketing. Branding and marketing isn’t just about having a product that works or is unique it is also about advertising. In the next few blog posts we will discuss the role of advertising and making a brand hot as well as the role of new technology like social media that can create hotness.
In this discussion of branding and the hottest brands we have been looking at a broad and general scope of brands across all industries and markets. But for these blog posts let us consider each industry individually and dissect what the hottest brands are and why. The first brand market that we will discuss will be the garment and fashion industry. We will start here because more than almost any other brand type the fashion industry bases its monetary worth and its value solely on the repeatability of its trademarked brand names. The innovation of fashion ceased to be the main driver of a brand’s identity and draw a very long time ago. The pair of jeans that you can buy at Costco for $20 will wear as long and last as long as the pair of jeans that you spend $500 for at Chanel .
But people still spend $500 for a Chanel pair of jeans. If we can dissect why this happens and also break down some of the hottest brands of the moment then we can further establish what sort of branding is successful in a way that can make people spend multiples more money based on just a patch or a logo. Let’s start with Chanel as that is one of the most recognized and longest-running and also most expensive brands in all of fashion. Coco Chanel began her empire in France as a female designer who designed high fashion clothes with the woman in mind. Before then most fashion designers were men and they designed uncomfortable clothes that were meant to be beautiful but not comfortable or with any consideration of the woman underneath. Coco Chanel developed dresses in the twenties that were both extremely chic and also comfortable to the woman inside. This and her representation as a designer and a woman of exquisite taste and intelligence helped propel the Chanel brand from a small fashion house into a global juggernaut. With the advent of the Chanel suit with a jacket and skirt Chanel was able to establish itself and has been reigning in women’s fashion world.
This was empowering with the advent of the Chanel suit which was a jacket and skirt the Chanel label became known for its empowerment of women as well as its fine construction and the attention to detail. These days Chanel makes everything from lucite heels to jewelry to sunglasses. Everything with the iconic CC sells very well and is recognized all over the world as a sign of glamour and prestige. Part of the reason why it now is so successful is because it’s iconic logo is easily identifiable and a simple and effective trademark that can be placed on everything from underwear to sunglasses to handbags. Hottest brands are able to maintain their brand cachet and are all about being able to maintain a consistent and innovative reputation. The way that Chanel is able to achieve this is by handling and displaying runway shows at regular intervals that become spectacles and highlight their aspirational items.
Now these items do not actually turn a profit for the company, they created a down market demand for the less-expensive goods and this is what makes the brand successful. Let us discuss another contemporary brand but one that is not as successful and will be a very good example of what not to do. Abercrombie & Fitch . Abercrombie & Fitch was an extremely successful clothing brand that was able to market itself based on the photography of Bruce Weber who presented iconic images of young hyper-sexualized beautiful men and women frolicking with an All-American twinkle in their eye. Even though these models were wearing little to no clothing the image was so strong that they were able to sell billions of dollars of polo shirts and cargo shorts. However the strength of this brand of marketing was not enough to save Abercrombie & Fitch from a lack of ideas and new styles.
Considering what the hottest brands are of the moment is not that difficult if you have a television or have access to any sort of media or the Internet. By definition the hottest brands are the ones with the most exposure and brand recognition and brand awareness.. But exposure is not all that that goes into making it hot. Brands are also hot because of the reputation and also because of their “it”factor that moves well beyond just exposure and brand knowledge and into something deeper and more psychological within the culture. It is not hard to think about the hottest brands off the top of your head.
Brands like Nike and Coca-Cola and McDonald’s are some of the most ubiquitous and famous brands in the world. But does that make them hot? Hotness is not just defined by how many people know the name of your company but by how many people are talking about your company and brand with the most excitement. The hottest brands in different Industries and different markets . The element of hotness is composed of many different factors that include brand awareness but are not limited to it and also include things such as celebrity endorsement as well as buzz with an industry or other intangibles that can or are not directly related to the efforts of the marketing team and advertising of the brand itself. For instance it is possible to have a brand without any direct marketing or advertising that is extremely hot because someone famous wears their dress on the runway.
Similarly in other industries particular fashion but also in film and music and other culture it is possible to have a very hot brand even without any direct marketing because of the strength of the word of mouth factor. It is true that good marketing and advertising is a great way to make your brand hot but this can also backfire. If the advertising is not strong or does not hit its target in the desired way then the effects can lessen the heat of your brand. However hot branding in fashion is different than hot branding in other Industries. For instance in the IT and internet and technology industry oftentimes the hottest brand is the one with the best idea or the idea that is the most attention grabbing.
This is most well illustrated by the wild valuations of certain companies on the stock market. Even without a product or a revenue stream these companies can be valued for millions and billions of dollars based on the hotness of the idea and the brand itself. Good examples of this are SpaceX and Facebook that went from very popular hot brand companies who developed a heat recognition based on their user experience and also their press releases and then developed into profitable businesses. It is possible to capitalize on the heat of your brand but it is important to consider what kind of company you are and what you are selling and what this means as far as our strategy.
If you are trying to be a hot brand of electronics you will go about advertising and developing this heat differently than if you are a clothing company or a fashion house. In the following blog post you will break down the different types of heat for different sorts of industries and brands and also dissect the hottest brands of the moment to find out how they did it. Follow along with this blog if you are in marketing or have your own business or are just curious about which brands are the hottest in each industry and each culture. We will dissect the hottest trends in the United States first and foremost but also we will spend some time with an international focus as well. Stay tuned!