Whiplash Team, May 24th, 2024
The brand is the message
In the digital age, when communication is ever-present and interactions occur at a dizzying pace, the notion of the brand has transcended its traditional definition. Brands themselves have become powerful mass media, shaping consumer perceptions and experiences.
Marshall McLuhan, the renowned communication academic, coined the famous phrase “the medium is the message” to emphasize that the way a message is conveyed affects the perception of its content as much as the message itself.
This idea, proposed by McLuhan in his book Understanding Media: The Extensions of Man, published in 1963, can be adapted to brands in the contemporary world, transforming into “the brand is the message.”
In his book Your Brand. The Next Media Company, published in 2013, American author Michael Brito explores how brands can become powerful media outlets. Social business, content marketing strategies, and the interaction of brands with their audiences through social media are some of the keys to transforming a brand into a medium capable of shaping consumer perceptions and experiences.
Brands as mass media
A brand is not simply a logo or a slogan; it is a combination of values, stories, and experiences that communicate something intrinsic about the company to its consumers.
When McLuhan stated that “the medium is the message,” he emphasized how technology and media transform our lives beyond the specific content they convey. Similarly, a brand acts as a medium that transmits the values and essence of a company beyond the products or services it offers.
Theorist Kevin Lane Keller argues that a strong brand generates emotional associations and significant brand loyalty. This is achieved through powerful narratives and a consistent presence across different media. Emotional communication strengthens the connection between the brand and the consumer, making the message more memorable and effective.
Consider, for example, brands like Apple and Nike. Apple does not just sell technological devices; it conveys innovation, design, and a superior user experience. Nike, on the other hand, does not just sell sportswear; it sells aspirations of performance, self-improvement, and a “Just Do It” philosophy. The brand itself sends a clear and powerful message that resonates with its audiences, creating an emotional connection that goes beyond the product.
Identity and perception
Brands have the power to shape consumer perception so effectively that the perceived value of a product or service can be significantly higher than its intrinsic value.
McLuhan observed that each medium has its own message due to the unique characteristics and experiences it offers. Similarly, each brand develops its own “message” based on how it presents itself to the market, the experiences it provides, and the way it interacts with its consumers.
A strong brand establishes a clear and consistent identity that consumers can recognize and identify with. This is achieved through storytelling, creating memorable experiences, and communicating clear and coherent values.
For example, Patagonia has established itself as a sustainability and environmental responsibility leader. Patagonia communicates a clear message through its marketing campaigns, business practices, and eco-friendly products: commitment to the environment and business ethics.
Consumer experience
Today, the consumer experience is as important as the products for the success of a brand.
McLuhan argued that how we experience media is as important as the content we consume. Similarly, the experience a brand offers its consumers can be even more important than its products.
Every touchpoint with the brand, from navigating its website to interaction on social media and customer service, contributes to forming the brand’s perception in the consumer’s mind.
A notable example is Zappos, known for its exceptional customer service. Zappos does not just sell shoes; it offers a shopping experience that prioritizes customer satisfaction, which has become its main brand message.
This dedication to a superior experience has generated loyalty and a reputation beyond the simple sale of products.
From McLuhan to the digital age
Marshall McLuhan transformed our understanding of communication by emphasizing that the medium is as important as its messages. Today, this perspective is fundamental to understanding the nature of brands. A brand is not just a visual representation or a set of products; in the digital age, it is a communication medium that transmits values, stories, and experiences.
Thus, the brand is the message. Its power lies in its ability to connect emotionally with its consumers, shape their perceptions, and create meaningful experiences. In a world where digital interactions dominate, brands that understand and apply this principle are better positioned to achieve a deep and lasting connection with their audiences.
