{"id":1115,"date":"2013-04-14T23:48:30","date_gmt":"2013-04-14T15:48:30","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=1115"},"modified":"2021-03-23T16:51:40","modified_gmt":"2021-03-23T08:51:40","slug":"are-you-a-brand-symbol-or-a-brand-enabler","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/brand-story\/are-you-a-brand-symbol-or-a-brand-enabler\/","title":{"rendered":"Are You A Brand Symbol or A Brand Enabler?"},"content":{"rendered":"<h1 class=\"post-gap\" style=\"font-size: 30px; line-height: 35px; font-weight: bold;\">Are You A Brand Symbol Or A Brand Enabler?<\/h1>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-1120\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2018\/02\/MassMediaMarketing-BrandEnabler-300.jpg\" alt=\"Are you a brand symbol or a brand enabler?\" width=\"300\" height=\"200\" \/><\/p>\n<h5>There was a time when all it took to be successful in business is to have a good product. If you offered a product of better quality than your competitor, there was nothing to worry about. This was the era of the \u2018If you build it, they would come\u2019 mentality \u2013 good products automatically create demand.<\/h5>\n<h5>In the 20<sup>th<\/sup> century, brands went through a standardization of quality; pretty much every brand of car had the same functions. Marketers began to use brands as a way to communicate its functional and emotional benefits. This was the era of mass media, where brands focused on a single idea and consistently pounded that message on television, print and radio. Nike was, and still is, one of the masters of the mass media game. The heavy use of celebrity sportspeople endorsements, among other strategies, pushed the brand right up the positioning ladder. Brands strove to have a better brand perception than competitors \u2013 the brand that is perceived to be the better brand <em>is<\/em> the better brand.<\/h5>\n<h5>But as we now know, mass media branding just\u00a0doesn&#8217;t\u00a0cut it anymore. Media is too fragmented, customers are too segmented and there is simply too much noise out there. To connect with customers and to be relevant, mere brands have to evolve to become brand enablers. 21<sup>st<\/sup> century brands do not just sell products, they enable people to do more and be more. Customers are no longer passive audiences listening to the same message on the same 4 channels. They are now proactively <a href=\"https:\/\/www.brand360.com.my\/chinese\/brand-consulting-services\/marketing-strategy\/\"><u>participating with brands<\/u><\/a>, customizing their own <a href=\"https:\/\/www.brand360.com.my\/chinese\/brand-consulting-services\/\"><u>experiences<\/u><\/a> with the brand, when they want it, where they want it.<\/h5>\n<h5>Brands now need to be enablers, not just mere symbols.<\/h5>\n<h5 style=\"text-align: center;\"><a href=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2018\/02\/IsYourBrandAnEnabler-300.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1116 size-medium\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2018\/02\/IsYourBrandAnEnabler-300.jpg\" alt=\"Is your brand an enabler?\" width=\"300\" height=\"214\" \/><\/a><\/h5>\n<h5>I will be talking more about brands as enablers in the upcoming <strong>Strategic Branding &amp; Innovation masterclass<\/strong> on 22 &amp; 23 April 2013 in Kuala Lumpur. I will be on the panel of speakers together with the Deputy GM of Mamee Double Decker Berhad, COO of Naga DDB, GM of Kotra Pharma and other notable speakers. <a href=\"https:\/\/www.brand360.com.my\/chinese\/contact-us\/\">Stay tuned<\/a> for updates and insights from the masterclass!<\/h5>","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>","protected":false},"author":1,"featured_media":2770,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[113],"tags":[],"table_tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Are You A Brand Symbol or A Brand Enabler? - Brand360<\/title>\n<meta name=\"description\" content=\"21st century brands do not just sell products, they enable people to do more and be more. Customers are no longer passive audiences, they are now proactively participating with brands.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.brand360.com.my\/chinese\/brand-story\/are-you-a-brand-symbol-or-a-brand-enabler\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are You A Brand Symbol or A Brand Enabler? - Brand360\" \/>\n<meta property=\"og:description\" content=\"21st century brands do not just sell products, they enable people to do more and be more. 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