The ultimate branding achievement

We all dream about them, some of us might have nightmares about them. Why? Because brand communities hold more brand-building potency than any other form of communication.

Long before the LEGO company's official website went live in 1995, the group noticed that hundreds of sites, created by LEGO fans all over the world, were already live. Most sites paid tribute to the brand and expressed values the company just wouldn't have been able to claim themselves with such credibility. LEGO didn't really know how to take the situation. The company's culture had, until 1995, been focused on preventing anyone using its brand name. This attitude helped the company survive through the eighties when hundreds, if not thousands, of competitors tried to imitate the well-known plastic bricks. On one hand, the sites that were popping up on the web were misusing the brand's identity and name. On the other hand, they gave LEGO a type of positive exposure that the brand could never communicate itself.

Then, during the late nineties, LEGO attained cult status among teenagers who proclaimed their admiration on t-shirts, homemade ones when they couldn't get hold of the old, original LEGO t-shirt. In Japan the brand became such a hit that the product could even be purchased in the hottest clothing stores! Such was LEGO's cult popularity.

But the LEGO example is not unique. Think of Harley Davison and Coke. I personally remember a friend of mine who, during our teen years, was so obsessed by the Coca-Cola brand that he actually developed his own Coke museum containing thousands of bottles, gimmicks and ads. He was only twelve years old! For some reason, all three brands have managed to evolve such potent brand spirit that their core audiences have taken them aboard as their own personal brands, forming brand communities that provide permanent testimonial to the excellence of these brands. The Harley Davison, Coke and LEGO brands are no longer the province of their companies but are in the hands of their consumers. The audiences own the brands, or at least they feel they do. I call this branding phenomenon "MSP" - the "Me Selling Proposition". This is, for me, the ultimate branding achievement.

But, prior to reaching MSP status, a brand may have passed through the classic USP stage. These days, the Unique Selling Proposition is one that hardly any products can claim. After all, nothing is really unique any more.

The ESP - the Emotional Selling Proposition - is Coke and Pepsi territory. These brands differentiate themselves from each other according to the feelings and values they promote in their consumers, rather than to rationally analysed product attributes. The OSP, or Organisational Selling Proposition, can be observed in brands like NIKE which has become cultish among the brand's own employees. Over the years, NIKE been known for the sports culture it has promoted among its staff. This has made the organization more than just a workplace. NIKE has become a lifestyle for its workers.

Penultimately in branding development comes the Brand Selling Proposition. Harry Potter, Pokemon or Teenage Mutant Ninja Turtles are examples of brands that work from the BSP. At this stage the product is irrelevant. As long as the brand name's attached, products will sell on the strength of the branding. Five Harry Potter books have been published - and over 3,000 merchandising products have been released!

So, you see, on the slippery slope towards branding's summit there are a number of camps. But the MSP stands as the pinnacle of brand-building success. At this altitude consumers assume ownership of the brand, and ... do all the communication work for you as part of a brand community.

But how do you reach this apex? Tune in next time when I'll discuss the art of creating brand communities. It's far from easy, some would even claim the enterprise is dangerous. But, you must agree, the Me Selling Proposition is a mighty effective communication strategy if it's handled right.