Seamless Brands

A seamless brand in my eyes screams repetition. If everything is the same each time you invest in a brand then they have done their job. It all boils down to trust. I trust that Tesco’s prices will always be lower than most other superstores, so on a budget Tesco will take the number one spot. However if I am looking for high quality, Marks and Spencer never fails me.

Seamless should mean that you cant pick faults…. On the topic of faults following an error on a website, many companies are now personalizing the message given on the 404 page, many of which link back to the website so that a consumer need not seek another site for their purchase. Making a seamless brand clearly takes time effort and money. Companies take years building up a repertoire with consumers, creating a loyal customer. Clearly these companies feel that keeping customers is an asset and are valuable to their business. Therefore reinforcing the Brand message and value is crucial to maintaining their clientele. If a company manages this in all aspects they have then created a seamless brand and a seamless brand in itself can create a unique selling point and competitive advantage.(Verganti, 2009). An example of a seamless brand could be that of Tesco, continuing to increase their market share in the UK and worldwide. Firstly due to their low prices, secondly for their promise and brand values (trust), attracting both new customers and keeping old ones by offering great rewards for using their products and services. 


[1] Verganti, R., 2009. Design Driven Innovation – Changing the rules of competition by radically innovating what things mean. US: Harvard Business Press