These days what gets branded is only limited by the marketers imagination and the need to differentiate. The other day I had was wondering if time, space and frequency can be branded? Hang on… I am not crazy, and no this is not an advanced physics essay either! I am still talking branding, all I am trying is to present a new perspective on branding a dimension. The service industry has used dimensions as a competitive edge for years, especially when they say ‘we have the expertise to do this job faster than our competitors’ – Time dimension, ‘We know the local market better than the rest’ – Space dimension, ‘Our scale and size enables us to support your needs, when needed’ – Frequency & Time.
IT services companies (IBM, HP, Infosys, Wipro, Accenture, etc.) initiated it with computing software, products, service and staffing; Cable channels do it with video; FedEx Kinko’s does this with printing; Merry Maids does it with household help; I could go on and on. Yet it is strange to think about the basic dimension that they leverage.
They are all in the business of being there when you need them!
So are basic dimensions differentiable? Time is time is time is time whether is mine, yours or anyone else’s, so also time in the US is the same as that in Asia, Europe or Latin America so clearly space and frequency are as much a commodity as grains and oil. Perhaps the differentiability is a function of ownership. My time may be more valuable today than it was yesterday and similarly when I am working on a job I am on a delivery schedule making the space-time combination valuable and hence differentiable. That is classic branding that needs segmentation, targeting & positioning for its success, may I just say dimensions can certainly be branded!!!
