DAD: Right, now lets talk about a toy you love and see if it is actually a brand.
DAUGHTER: Umm, I love Bratz dolls.
DAD: Good, are they different to all of the other dolls in the shops?
DAUGHTER: A lot.
DAD: What do you mean by that?
DAUGHTER: Well, they are so cool. They have so many sort of funky clothes and accessories. They just look way less boring than say a Barbie.
DAD: But Barbie are OK aren’t they?
DAUGHTER: Yes, but they’re just not the same. I think Mum had Barbies didn’t she? Bratz look like they could all be singers like Pink.
DAD: So, you think Bratz are unique? That’s what we call difference. And the way the Bratz Dolls look like you hope they would shows they know and actually understand you.
DAUGHTER: Yes, I suppose so.
DAD: Do you believe the Bratz dolls are real? I mean, do they do the sort of things you do?
DAUGHTER: Yes, they are just so cool. I love the clothes and things they dress in.
DAD: OK – so they are a bit like you want to be. You feel like if they were a person you would like and trust them, as if they were your friends?
DAUGHTER: Yes, that’s it!
DAD: And do all of your friends love Bratz too?
DAUGHTER: No, not all. Eliza still does but Annie doesn’t seem to.
DAD: So, not all of your best friends love Bratz like you do. Do they have favorite toys?
DAUGHTER: I don’t know – probably.
I thought this was a good time to really get the message through.
DAD: Who’s your best friend today?
DAUGHTER: Well, I have a few. There’s Eliza, Annie and Freya.
DAD: And are they the same friends you’ve always had?
DAUGHTER: No – it was different when I was in Primary School.
DAD: See, it’s the same with brands. It’s like this: when you lose interest in a friend (or a brand) it’s because something has changed and now you’re different. When a friend (or brand) doesn’t understand you like they used to, they become less relevant. When you feel you can’t always believe this friend (or brand) anymore you have lost trust in them. The friend (or brand) becomes just a name and you begin to lose contact with them.
DAUGHTER: So how do I keep my friends?
DAD: You have to do lots of things. You will have to stay special to them, pay attention to them. Your friends will grow and change, so you will have to keep trying to understand and get along with them if you want them to be your friends. A brand has to do exactly the same.
Daughter: Right, Dad. So you help brands hang on to their friends, that’s sort of cool!
That sounded good to me. Let me know if you want to catch up with some old friends!
About the author
Peter Engelhardt
Peter has a ridiculous amount of marketing and communications experience. He is an inbound marketing advocate and passionate about branding. Above all he is the driving force behind Creative Brew and a proud dad.
photo credit: callme_crochet via photopin cc
