7 Greatest Enemies of Your Brand

Today our life is cluttered from the huge number of disruptions and disruptive technologies. Our life has got features and benefits rich. One hand it looks great and another hand it has created a crisis situation.

We find it very tough to spare time to learn about all and use all benefits.

Do you love to give your 3 hours of precious time to learn Samsung TV remote functions?

More colour, more style, more feature, more models, more message, more channels, more service, more brand extensions. Think about all these more as a customer!

Don’t you feel trapped in analysis paralysis?

This is very recent story happened with me. I had to purchase fitness band. I started my online research and found there is many brands available in market and all had more and more features. I completely trapped between Fitbit, Garmin, Tom Tom and Samsung Gear.

All are offering too many features and the result is I still did not purchase any. Because I failed to take decision. All are made their products so complex to understand and compare. Kindly suggest me if you have any idea about it. 🙂

Now think if you are full with so much more, then how your customers will remember you? I mean what is the simple reason to recall you when your customer will try to find out the answer of the problem where as a solution you exist.

It may be tempting to add more. No one would like to give up the lavish banquet of choice but simplicity is profound. It simplify the question “Why you exist ?”

You can not bring everything in one cart. It will make the cart cluttered. Hence you will be lost in clutter.

Marty Neumeier has written a book call “Brand Flip” where he has described the enemies of the brand. He put light on how “the more” use to make your Brand messy and complex.

He further pointed out 7 greatest enemies of the simplicity of your brand.

1. THE URGE TO ADD:  Most of us have a strong tendency toward creating ‘more.’ even when less would be better.

2. THE DESIRE TO MAKE A MARK: Another strong tendency is the desire for ‘brand children’—features. products, services. and businesses that we can name and point to with pride.

3. THE NEED TO GROW REVENUES: Selling more stuff leads to higher profits. doesn’t it? Its a common perception. but not always true.

4. THE LURE OF COMPETITON: Marketers often find it easier to play an existing game than to change the rules or start a different game. so they focus on one-upmanship instead.

5. THE FEAR OF FALLING BEHIND: If one company adds 8 hot new feature, panic sets In Fast-following companies will feel the need to match that feature, usually without subtracting others.

6. THE EXPEDIENCY OF EXTENSION: Stand extensions. the process of adding variations to an existing product or service. produce profits In the short term (at the risk of de-focusing the brand).

7. THE MASKING OF WEAK DESIGN: It’s easier to obscure a poor design with more details than to make the fewest number of details count. Designers refer to these cover-ups as ‘band-aide.

The search result of Yahoo and Google in 1998 was almost same. The only differentiation which made Google a leader was simple and clean homepage.

Google Homepage 1998

Google Homepage 1998


Yahoo Search Homepage 1998

Yahoo Search Homepage 1998

Larry Page and Sergey Brin saw in 1998 when they launched Google. Their refreshingly simple home page was a life raft in an ocean of data, promising users a simple benefit— the ability to find something fast. Other smart companies are now following suit. They’re using design to remove clutter and give people back their lives.

Why do companies create clutter in the first place? Why not start simple, like Google did, and just keep it simple? Because simplicity has many enemies. It takes great clarity, courage, and discipline to vanquish them.

Keep vigilance against creeping messiness. Delight in the minimal, the ultra clear, the super simple. Never add without trying to subtract. Take courage in what G. K. Chesterton said: “The simplification of anything is always sensational.”


Credit: Marty Neumeier’s Book The Brand Flip

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