Apr 30, 2009
Brands Need Integrity, Not Authenticity
“A pattern has an integrity independent of the medium by virtue of which you have received the information that it exists. Each of the chemical elements is a pattern integrity. Each individual is a pattern integrity. The pattern integrity of the human individual is evolutionary and not static.”
R. Buckminster Fuller (1895-1983), American philosopher and inventor, in Synergetics: Explorations in the Geometry of Thinking (1975)
Consider the statement above. What does it mean? Perhaps you are wondering why it is even relevant? Reading this statement the other day brought upon an epiphany about what it really means to have a strong brand. Do you see it? Try replacing pattern with brand in the statement above and it may start to make more sense.
“A brand has an integrity independent of the medium by virtue of which you have received the information that it exists. Each individual is a brand [integrity]. The brand integrity of the human individual is evolutionary and not static.”
Lets really take a deep dive into this simple statement and see where it may lead us. The first sentence says that if a brand has integrity then the brand’s meaning is independent of the product or service that is branded (any medium that conveys information about the brands existence) and will remain the same, regardless of what the product or service is or will become. The second sentence about the individual suggests that a brand integrity can be dynamic, but still maintains its integrity. It is also saying that every individual is brand, whether they know it or not, and their brand is a lot more than who you “think” they are.
Integrity is not Authenticity
Keep in mind, we are not simply talking about brand authenticity here, because brand (pattern) integrity goes beyond simply what is conveyed by the products and communications. That is to say, if a brand has authenticity, then its products and communications convey certain “values” that align with the underlying brand. If a brand has integrity, however, then the brand conveys certain values to the product, regardless of the product or communications. With authenticity, a brand is defined by its products, communications, and consumers. With brand integrity, the brand defines the products, communications, and consumers.
So how does this actually play out in the real world?
Let’s take a look at some brands in specific verticals – computers for instance. There is Apple and there is Alienware who are two major players in the high end, premium computer market. Some may presume that Apple is the stronger brand – and indeed, it is at the moment. However, Apple only has brand authenticity while Alienware has integrity. Authenticity allows a brand’s essence to change but it could be misaligned with all past communications and products. A brand integrity allows a brand essence to change – and then aligns all products and communications automatically.
What does Apple stand for? Innovation, Design, Aesthetics come to mind. Their products carry this on – amazing design, innovative interfaces, and pure aesthetics. However, if Apple were to produce an old punchcard computer and try to sell it as a novelty item, would it help or hurt the brand? What if Apple made a soft drink or energy drink – what then? Will Apple shine through these products the same way it does through the iphone and ipod? I suspect people would stop taking the Apple brand very seriously.
Now think about Alienware in these situations. We can certainly imagine them producing these goods, if they so desired, and while it may not be in their best strategic interest, it will not harm their brand integrity. Like Apple, Alienware produces high powered, innovative computers, albeit designed with a more in your face, less minimalist design. However, Alienware does not represent innovation, design, or even powerful computers – it represents high performance. Its clear from their website that while their product focus is computers, its brand essence is in surpassing expectations and exceeding performance limits. Anything that is slapped with an alienware logo will represent this in someway, whether it conveys the brand directly through an energy drink, or conveys a sense of irony in the case of a punchcard computer.
Have I chosen my examples selectively? Even a pen could be branded alienware. Sure products need design and aesthetics in line with the brand for purposes of alignment, but only a brand with integrity can brand literally anything. This is a long term strength. If genetic computing or quantum computing were to take off then a new slate of companies would dominate the computer and electronics market. What could Apple continue to provide beyond computer related services and software? Alienware would certainly be able branch out to many other verticals without harming the brand equity it has created. While many make Apple products a part of their lifestyle, Alienware defines a lifestyle and projects it onto all of its products.
Creating Brand Integrity
Brand integrity is not the same as successful branding. What it is, however, is a powerful marketing asset that can be leveraged competitively. If you want a brand with integrity, clearly the brand values cannot be focused on a specific product. However, the brand integrity must be much more than a set of values – it must be a comprehensive experience. Brands with integrity represent lifestyles, attitudes, and intangible values. A brand with integrity can, for example, represent “white collar nomads,” the experience of feeling weightless, or even honor and love.
Buckminster Fuller was fond of holding up his hand and asking people. ‘What is this?’ Invariably, they would respond, ‘It’s a hand’. He would then point out that the cells that made up that hand were continually dying and regenerating themselves. What seems tangible is continually changing: in fact, a hand is completely re-created within a year or so. So when we see a hand – or an entire body or any living system – as a static “thing”, we are mistaken. ‘What you see is not a hand’, said Fuller. ‘It is a “pattern integrity”, the universe’s capability to create hands’”. When people see your brand, do you want them to simply see your product – the individual cells that make up your product line that continually must change and adapt – or would you rather they see the gestalt of your product line – the brand that they are a manifestation of and the values that they represent. You no longer sell widgets – you sell your brand’s value through the widget. The widget is only the medium and when someone else sells the same exact widget, they will not be selling the same product, the same values, or the same experience.
Some Questions
What are some other brands that have pattern/brand integrity? What are some brands who don’t have it? Is integrity is requirement for the long term survival or success of a brand? Do brands without integrity have to fade away and reinvent themselves before re-emerging (like Apple had to do) or can they evolve organically. Can a brand without integrity create radical brand extensions and is that even a good idea for a brand with integrity?
I’ll start off by saying that I think Marc Ecko and his clothing line have brand integrity.
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