“Brand is only important when two products are identical; it is not important if one of the products has better technology or a better design than the other.”
Functional v Image Brands
There are two types of brand: functional brands and image brands. Image brands tell stories to mask the ordinariness of their products. With a functional brand, what you see is what you get.
Image brands search for marketing ideas to enhance the value of their products. The big idea at the heart of a functional brand? A great product. Image brands use hyperbole and empty promises to embellish what they’re selling.
Functional brands use literal language and hard facts to communicate the technical excellence of their products. Image brands are built by creative advertising and marketing agencies. Functional brands are built by businesses who are good at what they do.