There is a unique quality to Tower Brands that make them irreplaceable in the eyes of their converts, belying their simple promise of popularity, related to feminine youth and beauty. The ultimate arbiter is social acceptance, which the Tower Brand takes on as its challenge, with aplomb.
Tower Brand-At-A-Glance Notes
Theme song: Stayin’ Alive, Bee Gees
- Primary analysis: The Tower Brand creates its own universe where the primary attraction is the delivery of a sense of popularity and exclusivity to its converts.
- The Tower Brand is a feminine archetype.
- Color palettes: Generally, Kelly or Mid-Green with Black, OR Barbie Pink.
- Color analysis: The color refers to a youthful version of the feminine type where the potential for maturity is indicated but there is also a deep quality of transition or growth in process.
- Fundamental dweller within the archetype: Youngest daughter (the virgin)
- Popular Global examples: Starbucks (Green & Black), Barbie (Barbie Pink), The Body Shop
Kim Kardashian is a personification of Tower Branding; she says when your makeup is done, you just feel good. No surprise, in a candid moment, to see her carrying the proletarian symbol of popularity in hand, below.
Like the Bridge Brand, the Tower Brand occupies a mid-priced level in the branding world and is utilized by successful retailers and retail brands who are interested in promoting a lifestyle quality to their service experience and sell based on the quality of this experience more than on the basis of price.
Tower Brands can produce major sales volumes but do not compete on price, therefore their popularity is always limited to the number within the population who can afford their experience. It is no wonder then, that some of the most well-known and popular Tower Brands sell what are normally low-priced, even everyday items, but at a significant premium. Many people can afford a small splurge, and a Tower Brand is well positioned for this experience.
Ultimately, the Tower Brand connotes a strong sense of youth with a debutante’s sense of sophisticated popularity. One key to maintaining profits for the Tower Brand is continual aesthetic innovation combined with a strong sense of identity and core values that remain stable. There is a strong undercurrent of sex appeal to the successful Tower Brand, but it is never overt. Rather, it is the covert ‘forbidden’ sex appeal of the adolescent virgin that rides just under the radar of the successful Tower Brand making it perennially appealing due to its clean-cut, fresh and always stylish nature.
Special Note regarding the color green and branding. Use the color green to associate your group, business or client with the environment at your peril.
|Tower brands use one of two color schemes. Either Pink or Green. Both palettes are meant to suggest Spring. The greens must be verdant, the pinks, primary.|
While many groups, entrepreneurs and unknowing professionals have adopted Green as their color it is NOT the archetypal color for environmental causes. (This color is blue). Disregard this truism at your own risk.
Tower Brands demonstrate how people frequently confuse conscious (transitory) and unconscious (archetypal) association with colors. If there is also an environmental message it is absolutely secondary—the primary message of green is of youthful beauty, and therefore, of popularity and social acceptance.
The truth is brands get popular by being popular (ya, circular logic). However, for GREEN BRANDS, which ultimately make an unstated promise of popularity, it’s actually a little easier. See, they actually have this cute little shortcut. All a GREEN BRAND has to do is make its customers feel popular. That’s it! Once it succeeds at that, IT becomes popular. The rest, as they say, is history…
The Social Proof is in the Social Pudding,
or Social “T”, as the Case May Be
Thinking GREEN? Here are a few shortcuts to consider making your customers feel popular—and making your GREEN BRAND SUPER SUCCESSFUL:
- Create an ‘in the know’ club-like atmosphere
- Using special language and unique product identifiers is all part of the game (Tall non-fat frappocino anyone?)
- Package using KELLY green exclusively (white or black as accents only)
- Use female forms and shapes for logo design (think circular, tubular, curvilinear)
- Make them wait (but not too, too long) for service (old night club trick)
- Pack ‘em in. Crowding people a little beyond their ordinary ‘comfort zone’ actually increases a sense of ‘crowd security’ if everyone in the crowd is ‘part of the club’.
You don’t need to throw away your GREEN BRAND idea—you DO need to ‘frame it’ or put it in a context of one of these universal human desires. Surprise: for ‘green’ brands, (that is, brands which communicate using the language and color of GREEN), this desire is unconsciously set around all things to do with social standing.
Being part of something popular—something bigger than oneself—and ultimately being personally popular within this context is the ‘unstated promise’ of every green brand!
Wait, Isn’t Green the Color of the Environment?
Many people talk about “Green Brands” and “green branding” when what they mean are actually brands that have an environmentally-based mission. Our environment is basically blue (we live on a ‘blue planet’) and psychologically blue is the color of correctly positioned blue brands, such as Mercedes-Benz Blutec demonstrates, for instance. In contrast, few successful brands use green with a strictly environmental view.
The dynamic architecture that is architectonics first helped detect all seven of the fundamental brand types, described in The Matriarchy of Brands.
The Matriarchy of Brands
Here, in a natural order for learning, are the seven members of the Matriarchy of Brands with their primary descriptive elements.
- The Reliable House Brand
- The Popular Tower Brand
- The Connection Bridge Brand
- The Choice Hotel Brand
- The Safe Castle Brand
- The Forever Palace Brand
- The Together Theater Brand
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