Case Example – Kodak & Toyota
What do you think when you hear the word – Kodak? Does it mean a camera company? Does the word signify this? No. If you hear it first time, you can’t think of what it does. Similarly, think Toyota. What does it mean? Nothing. Nowhere this word represents about what the company does. For a first timer, these are weird words. Toyota? Some kind of crazy toy? But now we regard them as big brands. How it happened? What are the key things involved in it?
Nothing happens by itself. Things evolve over time. You choose a word, a unique word; make a story around it and make the story reach to as many people as possible. The story is your offering, service or product. The story should be authentic. When that authentic story reaches to people along with your unique brand name, people connect to it.
There are many ways to make your story out to the world. Companies like Kodak & Toyota do huge commercial advertisement campaigns. You see their ads constantly on TVs, radios, newspapers and all other possible media channels.
It takes time to develop a familiar ring with audience. People slowly start associating with your company name and it starts becoming a brand name.
Adoption is What Needs to Happen