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Concept Synonymous Branding
MSP business models would do well to consider that some people equate an entire brand with a singular concept. As an example, consider a likely episode from your own daily grind. You're parched, it's lunchtime. Do you say, "let's get a carbonated beverage"? Do you say, "I could really do with a soda-pop?" Or do you say, "Let's go get a Coke?" Or, "I need to grab a Pepsi"? When you do get to the soda machine, do you grab a Coca-Cola? Do you grab a Pepsi-Cola? Or do you get Mountain Dew, or Dr. Pepper? Do you push the Mr. PiBB button?
Sometimes even if you say, "I'm gonna grab a coke", really you mean, "I'm gonna grab whatever carbonated beverage tweaks my mental tastebuds when I look at the options on the machine". In your mind, the concept of a carbonated, sugary beverage has become epitomized by a singular brand -- in America, that's usually Coke or Pepsi. Other places have other proclivities, however; and concept-synonymous branding isn't restricted to soft-drinks. When you think "whiskey", do you think Jack Daniels? When you think Vodka, do you think "Skyy"? When you think "truck", do "Ford" or "Dodge" pop into your head? Concept-synonymous branding stretches across the board; from food to utilities and beyond. Additionally, this psychological outcome is deliberately designed by branding agencies.
