“The best way to find yourself is to lose yourself in the service of others.” Mahatma Gandhi
The idea of a brand losing itself in service to its customers is an interesting one.
Recently I’ve noticed some big brands getting so caught up in themselves (and their own marketing conveniences) that their poor customers (like me!) are the ones getting lost. This manifests particularly in the packaging of line extensions. I get that not every product or line extension needs to be a brand in its own right, but when you bring home the wrong version of your favourite brand because the package design of its variants is now identical to the original, it makes you wonder whose needs are being served … the customer’s or the corporation’s?
I’d bet many companies would make some significant changes to the way they position and present their brands if they truly lost themselves in service to others.