Brand Zoo

I was recently at the zoo, and in looking at and enjoying the wonderful variety and apparent traits of all the animals I found myself thinking...as I often do...about branding. I was thinking about how we cannot, contrary to whatever Dr. Doolittle has led us to believe, "talk to the animals" in the sense that we say something, and they respond verbally back with an intelligent answer. Rather, we project onto animals things whatever we believe to be true about them--often anthropomorphizing them to suit our whims and sensibilities without really noting their natural proclivities. Hence, sadly, people can get mauled or attacked by some animal they have decided is tame or friendly--when in fact, being wild is actually part of its DNA.

In branding, companies seek to define themselves for their consumers through displaying recognizable and relatable attributes. But like the animal in the zoo, some companies hide their "wild" side and only portray to customers their cuddly, consumable side. The part of the brand experience you can get bitten by is kept hidden in the company's corporate culture and operating ethics that are at the foundation of the company--their DNA.

Here's an example: a brand that builds its reputation on "listening to the customer" but in fact has only automated customer service lines, never improves or innovates their product offerings according to consumer feedback, and is downright impenetrable on the web....well, it may take a while, but eventually customers will figure out they are not being "listened" to...or cared about, or served by the brand, and if they are paying attention to the diversity of the marketplace, they will take their business elsewhere.

As consumers, we are responsible for our own perceptions. So if you're going to jump into a cage with a cuddly polar bear or a "so like us" chimpanzee, you're assuming that there's no need to look further to see if that perception is wholly trustworthy. Likewise, when you're considering a purchase--and not to be too laborious, but in this economy it goes for considering a purchase of almost anything--make sure the brand you're predisposed to is what it says it is. Do a little research. Go to the product or company website and see if what you find there squares with what you're being told in branded materials. Google the brand or the product and see what shows up. Look at the Better Business Bureau rating, or Consumer Reports. See what the popular opinion sites such as Angie's List or RateItAll have to say. Because why not take advantage of the power of the Internet to make a better informed decision, and not just rely on what a TV ad, or social network ploy, has tossed your way in terms of "information"?

It's caveat emptor, plain and simple. And no, it doesn't mean as a consumer you have to be constantly skeptical and distrustful. Just be informed. Because a brand can be like a sweet little lion cub; so precious and appealing you can't take your eyes off it...but ultimately so ill-suited to being up close and in your life (or bringing anything positive to your household) for the long-term that you better not take your eyes off it lest things get ugly fast.

I encourage visits to the brand zoo. It can be lots of fun. But do your research before you cozy up to any one of the "brandimals", because not are what they seem to be. And it sucks to learn that truth the hard way.