Never ending branding to już na trwale wpisane w świadomość stwierdzenie, które eksploduje na każdym kroku naszych konsumenckich doświadczeń, zaczynając od ścieżki zakupowej, poprzez obsługę sprzedażową, serwis, aż po proces doświadczeń użytkowania. Dzieje się tak dlatego, że wielu marketerów, dążąc do maksymalnej ekspozycji, umieszcza swoje logo wszędzie, gdzie tylko może. Niestety nie zawsze jest to działanie rozważne i przemyślane.
Tak więc razu pewnego, w toalecie doświadczyłem bardzo nieprzyjemnej sytuacji (komu się to zresztą nie przydarzyło?). Mianowicie po zakończonej sesji, okazało się, iż na jedynej rolce pozostającej w zasięgu ręki i wzroku, znajdował się jedynie mały kawałek papieru toaletowego, który nijak nie ratował sytuacji. Człowiek w obcym mieszkaniu, nie wie gdzie co w łazience jest poupychane, brak w pobliżu zaufanej osoby mogącej wspomóc w tej ciężkiej sytuacji… I siedzę tak myśląc co tu wykombinować, w ręce trzymając pustą rolkę. Patrzę tak na nią i klnę w myślach wszytko, na czym świat stoi. Nagle złapałem się na tym, że mówię do siebie „Nienawidzę Rossmanna!!”. Dlaczego właściwie Rossmanna pomyślałem? Otóż … cała puściusieńka roleczka od góry do dołu była okraszona logotypami wspomnianej sieci! Poniżej zdjęcie, aby nikt nie zarzucił mi ściemy.
Z sytuacji udało mi się jakoś wybrnąć, ale po dzień dzisiejszy nie jestem w stanie sobie poradzić z rozwiązaniem zagadki – po co na tej rolce te logotypy? Czy ktoś, kto wpadł na ten kompletnie moim zdaniem bezsensowny koncept, ma wypłacaną premię od ilości zamieszczonych na produktach Rossmanna znaków? Przecież to w żaden sposób nie pomaga wizerunkowi marki. Wręcz przeciwnie. Papier toaletowy w tym sklepie to jedynie promil oferty, a takie konotacje i doświadczenia podążają za konsumentem.
Wczoraj byłem w hipermarkecie. Zgadnijcie, jaką projekcję wyświetlił mój mózg, kiedy zobaczyłem przy wejściu wielki logotyp Rossmann? Właśnie wtedy postanowiłem podzielić się tą obserwacją. Oczywiście należy traktować tę historię z przymrużeniem oka, ale niech będzie ona żartobliwą przestrogą, dla tych, którzy uwielbiają cytat „never ending branding”.
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