Reverse Brand Endorsement
Although the term may already exist, I’d like to copyrighting it. Reverse brand endorsement, or reverse story-telling.
What’s interesting about brands is that they often have a parents company. With larger brand families, like Mars, SC Johnson, Proctor and Gamble, etc, products tend to already have brand equity in the parent corporation.
What what interesting today, was that today we proposed that a company use the brand equity in their product family to do some ‘reverse story-telling.’ By using the strengths of each products, the brand attributes and specific market profiles of each demographic, we’re reversing the formula of “Like father, like son,” to “Like son, like father,” where we’re painting a picture of the parent company by what their products shape them to be.
What intrigues me the most is the idea that it’s not rebranding someone, but its actually filling in the missing pieces and continuing a story that’s already been started. By continuing to dedicate brand touchpoints (print, web, video) for each brand, we’re creating a reflection of what the parent company must be like.
What are you like? Are you a reflection of your parents?
The apple tends not to fall too far from the tree. Especially, with brands.
