Still considering the paradox of the Woolworth brand, I have pointed out a couple of times the warmth and affection people have for the brand. Often, when doing brand evaluations we delve deeply into the brand values and what they represent, but there is a large emotional storehouse with most well known brands – some we just ‘like’. Going back to the brand-as-person model, we have all met people whose values we disagree with, who are fundamentally at odds with us, yet we rather like as people.
I remember some years ago doing a branding exercise for an NHS trust and something interesting came out of the patient research: they were heavily critical of the NHS, citing many failures in core areas… yet they still had a great affections for the service, describing it as, ‘the best in the world’.
Perhaps in brand assessments we should dig deeper into the emotional sentiment and recognise it as a brand dimension? It may not help the success of the brand but will undoubtedly add to its value – just look at Woolies.