If the Brand Google is on the cover of any magazine, Google owns the entire edition; Google is preferred, relevant and owns the space. Google is irrelevant in the social arena but more preferred in sharing information. What Google needs to do is capitalize on the space the Brand has created rather than extending the Google name in areas that are irrelevant like Google+ (Social Media) and others. ‘Create Your Space’ is about being the most relevant within your space so competitors face barriers when trying to enter that space
When the space matures, your Brand becomes the reference point for the space it created. Every Brand seems to focus on Communication over Values or Design over the science of Branding; however, it’s crucial to hold on to your Values as a Brand through enhancing customers or users experience rather than focusing on Advertising. If you ‘Create Your Space’ and provide genuine experience you’ll own the space, if you own the space you’ll lead the category, it might not be as easy as it sounds but look at the following example:
Is Five Guys taking over McDonald’s and Burger King? Not now but eventually. Reason being McDonald’s is fried, Burger King is broiled, Five Guys is grilled and fresh. McDonald’s long holding space is threatened; will fried burger eventually die? McDonald’s need to innovate within the space and not outside the space. Recently McDonald’s claimed that their produce is fresh from the farms and that failed to sit well with their audience. A fast food fried burger Brand is far from being fresh which is why McDonald’s leads the ‘Junk Food’ perception and owns the junk food space
Chipotle the fresh, conscious ingredients Mexican chain of restaurants is growing super-fast across the US and rarely do you see the old guard ‘Taco Bell’ around unless in rural areas or in most highway service centers. Did Taco Bell lose the space? There are so many keys in creating your space, but usually management who chase short-term returns to please the board are threat for Brands to lose their space and this is the case with most Fortune 500s
In order to own your space you must continuously innovate with in the space!
Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East
He can be reached on AskBaaghil.com
The article was first published on Linkedin Pulse on 3rd July, 2015